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From Wayne Friedman/Online Media Daily
Shifting up to 15% of TV ad spend to online builds higher brand recall with lower cost and better reach.
That's per a new study from the Interactive Advertising Bureau, which also found that moving TV ads to digital video can increase a brand's recall by 33% -- when running in conjunction with a TV campaign.
Looking specifically at recall, the study found that brand recall, message recall and ad likeability scores for ads run during a full episode online are almost double those of a network TV commercial alone.
The study analyzed 18 actual TV schedules in ad categories including consumer packaged goods (CPG) -- specifically health & beauty and food and beverage -- as well as technology, automotive, retail, finance and telecommunications. On average, CPG advertising reach grew 3.4% (3.4 reach points) among persons 18 and older.
Shifting up to 15% of TV ad spend to online builds higher brand recall with lower cost and better reach.
That's per a new study from the Interactive Advertising Bureau, which also found that moving TV ads to digital video can increase a brand's recall by 33% -- when running in conjunction with a TV campaign.
Looking specifically at recall, the study found that brand recall, message recall and ad likeability scores for ads run during a full episode online are almost double those of a network TV commercial alone.
The study analyzed 18 actual TV schedules in ad categories including consumer packaged goods (CPG) -- specifically health & beauty and food and beverage -- as well as technology, automotive, retail, finance and telecommunications. On average, CPG advertising reach grew 3.4% (3.4 reach points) among persons 18 and older.
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