Online video ads beat regular TV ads according to a recent Nielsen and Microsoft study of 14,000 surveys as reported by MarketingVOX. Consumers preferred online video ads by a wide margin showing a
- 65% general recall versus 45% of the same TV ads
- 50% brand recall vs 25% of the same ad on TV
- 39% versus 21% message recall
- 26% versus 15% likeability of the spot
Nielsen concludes that the viewing environment of the online world requiring clicking to initiate the video means better engagement.
Actually, the difference between online and linear TV viewers IS engagement BECAUSE videos online are all ON-DEMAND viewing. Meaning, instead of sitting on a couch and passively watching and channel surfing with some destination viewing, on-demand online viewing becomes a self-selecting audience because the viewer has to want to watch it:
- to go/be online and
- find the content (and this could be actively searching or passively being presented with content – back to the Search vs Discover modes of finding online content)
- drill down
Clearly, online viewing is not as frictionless as it should be. So I’d say that by the time someone sits back to watch a full TV episode of Glee online, they’re pretty committed.
Nielsen also concluded that the higher likeability of the TV spots by online viewers was due to their generally higher production value versus original online spots; therefore, advertisers can repurpose their spots confidently. I mentioned this before that in general, online viewers of TV episodes are probably already familiar with the advertisers and if appropriately placed and relevant, advertisiers should have success with these types of metrics.
I agree with Nielsen that advertisers can and should augment a traditional media buy with an online buy at a relatively inexpensive spend. And because of the effort required to watch that video, this is exactly the audience that advertisers want to have! But again, the spot needs to be relevant for that audience.
My personal feeling is that Hulu’s model of :15 spots is about the upper limit (:30 being too long) and actually, it took the second play of Do Something.org for me to actually go to the site after the show ended. And if I wasn’t already online, I may not have done that. Sometimes my brain is like a Facebook feed, “The stream is ephemeral,” says Zuckerberg. “It is there for a few hours and then it mostly floats away.“
So frequency within a 46 minute show wasn’t such a bad thing.