Ground-Breaking Research From Nielsen IAG And Microsoft Advertising Shows Online Video Out-Performs TV Across Every Brand Metric And Vertical Measured

TORONTO, Sept. 22, 2011 /CNW/ - In concert with sessions on Interactive Video running at its MIXX Canada Full-day Conference in Toronto, The Interactive Advertising Bureau of Canada (IAB Canada), today announced the release of a ground-breaking Video Effectiveness Research Report by Nielsen IAG, in partnership with Microsoft Advertising.  The study, which establishes a baseline for Online Video ad effectiveness in comparison to, and as a complement to TV advertising, shows Online Pre-, Mid- and Post-roll Video ads performed better than TV ads, across every brand metric and for every vertical when directly comparing commercials viewed only Online or only on TV. Viewers who saw ads both Online and on TV had improved recall and likeability for all verticals; and also, that re-purposed TV ads are more effective than original Online Video ads at driving brand recall and likeability.

Conducted with over 238 brands, across 412 products, in more than 950 ad executions and over 1 ½ years, the study showed that for those who saw ads either only Online, or only on TV:

  • 39% of those exposed to only Online Video ads recalled the message versus 21% for those exposed only to TV ads (or a +86% increase in message performance); and,

  • 26% of those exposed to only Online Video ads, perceived the ads as likeable versus 14% for the TV ads, (or a +86% increase in likeability).

For those who saw ads on both Online and TV:

  • 29% of those exposed to both Online Video and TV ads recalled the message versus 19% for the TV ads alone (or a +53% increase in message performance); and,

  • 17% of those exposed to both Online Video and TV ads perceived the ads as likeable versus 13% for the TV ads alone (or a +31% increase in likeability).

When examining the performance of re-purposed vs. original Online Video creative, re-purposed TV ads were found to be more effective than ads specially-developed for the Online environment, with:

  • 39% of those exposed to re-purposed TV ads recalling the message versus 29% for the Online original ads (or a +34% increase in message performance for the re-purposed ads); and,

  • 27% of those exposed to re-purposed TV ads perceived the ads as likeable versus just 19% for the Online original ads (or a +42% increase in likeability for the re-purposed ads).

Lastly, the results are virtually duplicated across the Auto, Retail, Food + Beverage, Electronics, Financial Services, Healthcare, Household, Personal Products, Food Services, Telcom and Travel verticals.

Online Video's advantages include the inability for Consumers to easily skip commercials; considerably reduced ad clutter; less multi-tasking by Consumers when viewing Online Video compared to TV; the ability to build frequency through multiple spots per Advertiser in the same Online content stream; and the ability for companion Display ads within players to provide additional brand reinforcement.

"Online Video was the fastest-growing ad format in both of IAB Canada's 2009 and 2010 Internet Advertising Revenue Surveys, and will be a key driver in causing a significant shift of branding dollars to Online," says Paula Gignac, President, IAB Canada. "Microsoft Advertising's research is conclusive proof of the sound rationale behind that shift, by virtue of the sheer number of brands and verticals that have been tested within the study. And, because re-purposed TV assets have been shown to be as good as or better than original Online Video ad creative in building brand and message recall and likeability, Advertisers already have all the tools they need to shift significant budget into Online Video right now, in order to take immediate advantage of the numerous strengths of the format."

Download the Nielsen IAG/Microsoft Video Effectiveness Research Study NOW!

IAB Canada (www.iabcanada.com), is the national voice and de facto thought leader of the Canadian Digital marketing and advertising industry, and is a not-for-profit association representing Canada's most well-known and respected Advertisers, Agencies, Media Companies, Mobile and VideoGame Marketers + Developers, Measurement Companies, Service Providers, Educational Institutions and Government Associations operating within the space.

SOURCE Interactive Advertising Bureau of Canada

For further information:

Paula Gignac
President, IAB Canada
iabcanada.com 
416-598-3400 (ext. 26)

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Interactive Advertising Bureau of Canada

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