Digital Video Ads Win Over TV Ads in Awareness And Engagement [STUDY]

Must Read

Happy B’Day Gordon Moore: One Of The Founding Fathers Of Silicon Valley

Gordon Earle Moore co-founded the paramount Intel Corporation (NASDAQ: INTC) with Robert Noyce in July 1968, which is worth $204.16...

WhatsApp Might Lose 60 Million Indian Users Post Updated Policy Changes, New Survey Reveals!

The Facebook-owned instant messaging platform’s decision to update their privacy and terms of service brought about a...

Uber and Ola In Hot Water: India Authorities Launch Fresh Probe!

The Directorate General of Goods and Services Tax Intelligence (DGGI) sent a summons to Uber and Ola...

Compared with TV, marketers say digital video ad is doing a better job of helping them achieve awareness and, especially, engagement goals. Targeting is one of digital video’s most important features, and marketers say they will spend more on digital video ads in the future as targeting gets even better. Viewers pay more attention to online video ads than to traditional TV commercials and also recall them better. In 2013, Almost three-quarters of marketing professionals worldwide planned to increase their spending on branded video content or video ads in the next year, according to a survey conducted by AOL Networks.

Digital Video Ads vs TV Ads

Digital advertising’s frequent role a direct-response vehicle, it has been found out that digital video ads beat out TV ads for achieving engagement goals: 58% marketers thought digital video ads performed better than TV ads by this measure, compared with 15% who exclaimed engagement was worse for digital video ads. 47% of respondents believe that digital video ads drives awareness better than TV ads.  Still more than 31% of marketers who said TV ads got better awareness results.

Digital Video Ads: Target Sections

Targeting seems to be the biggest and secret aspect behind digital video ad success. When marketers determine whether to put more dollars toward digital video ads and by how much, targeting then becomes the only key. With 73% of respondents of marketers says with better targeting would affect how much more money they put toward digital video ads expense. The highest percentage of marketers (87%) said targeting was an important factor while planning a branded digital video campaign, just ahead of those who’s cited reach (85%) and content (81%).

Advertisements

Digital Video Spending factor

In TV advertising is expected. Considering to that even the marketers go all in on digital video ads, they must contend with consumer resistance to the ad format. A Starcom study from January 2013, in which participants in the US were shown a controlled series of clips and told that they were either traditional TV programming or original streaming content, found that consumers remained more resistant to commercials in digital formats, with 45% having a negative attitude to such ads vs. 39% who had negative opinions of ads shown on TV.

But the study also showed that viewers may simply have a stronger reaction to video ads overall, whether good or bad. More consumers reported having a positive attitude toward ads in original streaming content (25%) than in TV programming (22%).

It looks like there is a great potential for digital video ads to deliver strong results for marketers, as long as they identifies the right audience and create compelling content such that viewer’s don’t mind the intrusion.

As marketers increasingly adopt multichannel campaigns, digital will emerge as an effective support mechanism for TV, helping TV both stay relevant and become more measurable. A similar dynamic will be evident with radio and outdoor, albeit on a smaller scale. The bottom line: Digital remains in the driver’s seat.

1 COMMENT

  1. TV viewership is on the decline, and search is helping to push it out of the picture. That’s because it has the power to help viewers discover, explore, and consume content online. Given that, you should start focusing on online video marketing with this guide – <a href=”http://www.webmarketingquote.com/videos-for-business-online-advertisement-running-a-complete-online-video-marketing-campaign/”>Videos for Business Online Advertisement – Running a Complete Online Video Marketing Campaign</a>.

    Advertisements

LEAVE A REPLY

Please enter your comment!
Please enter your name here

Latest News

The Slip-Ups Keep On Coming: WhatsApp Web Users’ Mobile Data Leaked On Google

As the developments have unfolded over the past week, the clock for WhatsApp seems to be ticking...

Trump Administration Has Landed Its Final Blow On Chinese Companies: Xiaomi Blacklisted!

In its recent move to safeguard national security, the United States’ Trump Administration has decided to go after China’s second-biggest smartphone marker...

Huawei Is Gunning For Acquiring A Fifth Of Android’s Userbase With Its Own HarmonyOS!

After Google’s ban on Huawei in 2019, the Chinese-origin tech company is all set to roll out HarmonyOS later in 2021 as...

Battle Lines Are Drawn: Qualcomm’s Latest Acquisition to Challenge Apple, Intel

The quest to gain supremacy creates a butterfly effect for sure. With the challengers and the champion pulling out all stops to...

After Ola and Uber, Now Swiggy And Flipkart Under Probe For Tax Evasion: What’s Brewing?

A few days ago, reports emerged about Ola and Uber coming under the scanner of Directorate General of Goods and Services Tax...

India’s Biggest IT Firms Reported Sharp Jump in Employee Hiring In FY Q3 2021

India's IT sector has been on a steady rise after the turbulence the first half of 2020 caused. On Wednesday, major IT...

In-Depth: Dprime

Will ‘TikTok By Microsoft’ Be A Winner?

For the last two years, TikTok has been in the public eye for all sorts of reasons. First, it was the exploded...

Facebook Subscription Model: Looking Beyond Ad Dollars?

Seldom do job listings create a stir this gripping. However, when the job listing in question is a stealth post from Twitter,...

Will The Online Food Delivery Market in India End Up Becoming A Two-Horse Race?

It's pretty much evident that the food delivery space in India is all set to get riled up soon enough as one...

More Articles Like This