YouTube Ads Versus TV Ads
YouTube users are 1.5 times more attentive and engaged in advertising than TV viewers…
Source: Ads on YouTube have higher impact than on TV.
I’m not sure why anyone is surprised by these findings. It’s a classic question of permission marketing versus interruption marketing.
YouTube ads have to be found, referred to or sought out to be seen. Viewers have explicitly chosen to view them. They can also stop them at any time, skip to the next video or navigate away.
TV ads get bundled into the viewing of TV shows. No one asks for them or chooses to see them. Viewers have limited opportunities to navigate away — change the channel or turn the TV off.
So next time you see someone comparing video on the web with TV, remember they’re not comparing the same things. They’re comparing different modes of marketing.
And one of those modes connects far better with its viewer.
Here’s the full article from behind the wall of New Media Age:
Ads on YouTube have higher impact than on TV
YouTube users are 1.5 times more attentive and engaged in advertising than TV viewers, according to research conducted in partnership with General Motors Europe, Motorola, media agency MindShare and the Online Testing Exchange (OTX).
The research used eye tracking and biometric data to reveal the brand impact of advertising on YouTube. It found recall and attribution for an ad viewed was up to 14% higher than watching the same ad on TV. Viewing a silent ad on YouTube in addition to a normal TV ad also improved ad recall and attribution.
Ads on YouTube can impact the perceptions of elusive audiences like young men and infrequent TV viewers. They also have a halo effect and increase brand perceptions such as innovative, cool, dynamic and unconventional.
Motorola’s brand metrics increased by four times and GM Europe’s metrics rose three-fold when YouTube impressions were combined with TV.
Martin Sir, manager of European media strategies for General Motors Europe, said, “Immersive experiences like YouTube have changed and will further change the way entertainment and branded content is consumed and used.
“For GM Europe, distributing video content over the internet is far from novel but doing so in a way that’s always relevant for and engaging to our consumers remains challenging. This research supports us in our pursuit to further embrace these emerging advertising opportunities,” he added.
Tags:
effectiveness, interruption marketing, permission marketing, recall, TV, TV ads, youtube, YouTube ads
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