Neilson Research

 
Online video advertising is outperforming TV campaigns… Home

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, online video research from Nielsen shows online video advertising outperforming TV campaigns according to the research dated 07.07.10.

Nielsen’s online video research compiled data from for 951 ads and 238 brands over an 18-month period.

It showed, results for online videos ads vs the same ads running on TV:

General Recall was 19 percentage points higher

Brand Recall was 22 points higher

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.  It is clear that online video advertising campaigns are effective and can create further favorable impact with TV exposure.