Research: Original Web Video Ads Outperform TV Shovelware

By on 08/26/2013 6:27 AM @robertandrews

New research by Dynamic Logic, a unit of Millward Brown, for video ad tech vendor YuMe has shed a light on the relative performance of different approaches.

According to the viewer survey, original video ads shot specifically for the web outperform ads repurposed from TV three times for aided brand awareness, with similar uplifts for a host of brand metrics.

Effectiveness of web-original vs repurposed TV ads

Effectiveness of web-original vs repurposed TV ads

YuMe‘s client services VP Travis Hockersmith presented the findings at a round-table, where he said the vastly different context in which TV ads operate means maximizing efficiency when repurposing to online requires additions.

“Many TV spots have a ‘reveal’ format where you don’t know who the brand is until the end of the spot,” Hockersmith said.

“We don’t recommend that in the online video space – take the brand logo, put it in the corner, add some interactive elements with the brand logo – just something as small as that can make a difference to performance.”

You can download the report here.

Sponsored Video: This video is part of a series of the YuMe Research Road Show, produced by Beet.TV.

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