Inside Online Video Advertising
While online advertising fell overall in 2009, ad spend on online videos grew 41%.
And, with good reason. Nielsen Research has recently released a report based on 14,000 surveys to measure the impact of video advertising online vs. video advertising on television.
The patterns they uncovered were consistent: video ads run during online full-episode TV programs yield deeper brand impact than corresponding on-air TV ads, with the difference most pronounced among younger viewers age 13-34.
"What accounts for this variation in impact between online video and traditional TV? Data shows that web video viewers are more engaged and attentive to the programs they are watching, which is likely a function of the viewing environment and the oft-required active mouse-clicking to initiate and continue content. Online video is also still a relative novelty compared to traditional forms of media. Further, and most significantly, reduced ad clutter and the inability to easily skip ads are considerable recall-enhancing factors."
Another conclusion - "online video ads help to reinforce and strengthen the impact of a traditional TV campaign."
More data and analysis here.