Wednesday, June 06, 2007

Video Ads More Effective Online Than On TV

Ads in TV shows streamed online do much better than the same ads aired during traditional broadcast, according to a Millward Brown study.

The firm suggests that it’s likely due to the ‘lean-forward’ viewing experience combined with the fact that only a single company or product is generally advertised during a stream, whereas dozens of ads run side by side during a typical broadcast airing.

Viewers responded better to campaigns online across a range of questions, including attention, awareness, favorability and consideration.

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