Well, repurposed TV spots result in higher brand awareness metrics, but video content produced specifically for the online space is far more likely to influence purchase decisions, according to new research from Dynamic Logic.
The trend is particularly apparent among females and younger age groups, the Web research group finds. Among 18- to-34-year-olds who saw an ad with custom creative, for example, 2.8% were influenced to make a purchase decision, compared to 1.1% for repurposed TV ads.
"As marketers continue to embrace the fact that the online environment is different from TV, it is more important than ever to copy test ads to determine which creative will generate the biggest impact online," says Chris Bian from Dynamic Logic's custom solutions team.
"Whether the content is repurposed or original, online video is still the most effective online format when it comes to increasing consumers' likelihood to purchase."
In addition, sites that typically contain video content -- including entertainment and news -- have the potential to be leveraged as even stronger branding tools when customized video is produced for their online audiences.
In terms of persuasion, Dynamic Logic found that custom online video impacts a higher number of people after a single exposure, while repurposed TV ads are more effective after at least four exposures. Meanwhile, due to the original nature of the content, custom Web video typically engages consumers the most upon first exposure.
"Cost and reach are common issues when it comes to determining the right online video content," Bian added.
"While there is much to consider in terms of return on investment, this research solidifies what many marketers have suspected but shied away from: producing quality branded content has the ability to develop a more intimate relationship with consumers and is proven to be more effective than repurposing TV ads online."