We’ve long been told that to appeal to an online audience, traditional advertisers must change the way that they create their video ads. But studies say . . . no. A study by Millward Brown now indicates that the online video audience receives the same 30 second video ad spot quite similarly to offline viewersâ€”nay, better than their offline counterparts.
Web spots increased the viewer attention rate by 53%, awareness by 52%, consideration by 27% and favorability by 26%. Prompted recall of brand advertising was four times higher for Web viewers.
68% of the online viewers retained information from the ad breaks, as opposed to 59% of the offline viewers. Analysts cite various reasons, not the least of which is the tendency to get up and walk away during TV commercials.