Online video research from Nielsen shows online video advertising outperforming TV campaigns thanks to an inherently more engaged audience and high-quality advertising environments that include exclusive positions alongside content, and companion sponsorship messages and banner ads. As a result, a combination of TV and online video advertising can deliver greater efficiency and effectiveness than TV alone.
Nielsen’s online video research compiled data from for 951 ads and 238 brands over an 18-month period. It showed General Recall to be 19 percentage points higher for online video ads than for the same ads running on TV. Brand Recall came in 22 points higher with Message Recall up 18 percentage points and Likeability up 12 percentage points.
The online video research also found that viewers who watched ads online became far more responsive to the same ads when they were exposed to them on TV. General Recall increased by 53% and Likeability by 31% amongst TV viewers who also encountered the TV ads online. With advertising through a combination of the two platforms likely to deliver increased ROI, the report makes a strong case for TV advertisers extending their campaigns through online video advertising.
Download the Microsoft Advertising/ Nielsen summary ‘Variations in Video Advertising Impact’.
Find out more about online video advertising with Microsoft.
