In some of the newest research coming out in the field of
online advertising has shown that, with a switch of 15% of their budget from TV
to digital, advertisers can increase recall and effectiveness by up to 33%. The
Interactive Advertising Bureau (IAB) commissioned Nielsen to research whether a
mix of digital and TV assisted the advertising process.
The lynch pin behind this is the fact that the creative
launched on a digital platform first. As mentioned, recall and went up 33% if
the consumer had seen an online video of the same campaign, while that reduces
to 25% if they have been exposed to a display ad instead.
In regards to reach, the research showed that using this
combination of channels the brand reach increased from between 3.4% to 6.2%,
above TV only. The categories in higher end of the reach category included
technology, retail, and telecoms – possibly reflecting the tastes of the users
who are more exposed to ads in the digital space.
"It's eye-opening to discover that viewers actually
have an easier time naming the brand behind a TV commercial if they have had
the opportunity to be introduced to the creative first on a digital
screen," said Sherrill Mane, senior vice president of research, analytics
and measurement at IAB.
The study also looked at ad receptivity and established that
the average digital video viewer watches 87% of a video ad, with mid-roll ads
having the highest completion rates.
What this means for us
In regards to us a business, this lends greater credence to
a multi-channel plan, as well as indicating that a greater increase across the
digital platform can reflect in brand and campaign awareness.
Again, the really interesting point is that this is reliant
on launching in the digital space first, and not adapting TV into digital
elements.
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