According to new data from The Nielsen Company, airing an ad both on TV and online greatly increases its effectiveness. In a Nielsen study of direct-to-consumer drug advertising, exposure on TV and online was more than twice as likely to prompt patients to ask their physician about the drug than on TV or internet alone. Compared to consumers who had only seen a TV ad for a specific drug, consumers who had seen both a TV and online ad were 100% more likely to ask their doctor about it. |
Consumers who had been exposed to the ad both online and on TV in the last seven days were 157% more likely to ask their doctor about the drug than consumers who had only been exposed online in the last seven days. |
Ad Exposure on TV Plus Online (Index vs. 100) | | | Internet & TV vs. Internet Only (Past 24 Hours) | Internet & TV (Past 7 Days) | TV & Internet Exposure vs. TV Only | | Memorability | 89 | 87 | 100 | | Brand communication | 88 | 91 | 103 | | Intent to ask doctor | 212 | 157 | 100 | | Source: The Nielsen Company, July 2010 |
Read more at www.mediapost.com |
Attitudes Toward Online Video Ads (% of US Online Video Viewers, May 2010) | | Agree That: | % of Respondents | | Ads in Online videos more acceptable | 7% | | Ads in Online videos just as acceptable as ads in TV shows | 48 | | Ads in Online videos less acceptable | 24 | | Not sure | 22 | | Source: Magid Associates, “Media Futures,” June 2010 |
Read more at www.mediapost.com |
Two Screens are Better than One
Turns out two media are better than one in moving consumers from awareness to action. In a Nielsen study of direct-to-consumer drug advertising, exposure on TV and online was more than twice as likely to prompt patients to ask their physician about the drug than Internet alone. |
The study also found that premium in-stream video ads which aired as part of a full-length TV episode online generated significantly higher levels of ad recall and brand recognition than other Internet video, display or standard TV ads. Read more at blog.nielsen.com |
| Top Display Advertising Site Categories (April 2010 Total U.S. Home & Work Locations) | | Publisher | Total Display Ad Impressions (MM) | Share of Impressions | Estimated Spending ($ 000) | Cost per Thousand Impressions (CPM) | | Total Internet Audience | 354,636 | 100.0% | 893,681 | $2.52 | | Social Networking | 98,176 | 27.7% | 54,684 | $0.56 | | Portals | 69,664 | 19.6% | 181,266 | $2.60 | | Entertainment | 38,104 | 10.7% | 181,147 | $4.75 | | e-mail | 34,327 | 9.7% | 32,370 | $0.94 | | Community | 15,884 | 4.5% | 33,435 | $2.10 | | General News | 12,542 | 3.5% | 77,055 | $6.14 | | Sports | 10,850 | 3.1% | 68,214 | $6.29 | | Newspapers | 8,506 | 2.4% | 59,441 | $6.99 | | Online Gaming | 7,929 | 2.2% | 21,234 | $2.68 | | Photos | 7,391 | 2.1% | 7,953 | $1.08 | | Source: comScore Ad Metrix, June 2010 | Read more at www.mediapost.com |
Interaction time translates to real-world branding impacts |
Online marketers recognize the inadequacy of the clickthrough as an ad performance metric but still rely on it for its simplicity and ease of use. A joint study from comScore and MediaMind (formerly Eyeblaster) gives marketers in the entertainment industry reason to look further, to measures of interaction and dwell time, for a more accurate indication of performance.
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Data released by MediaMind show that for every 1,000 ads, users engage in 70 rich media impressions — but only click on three. That means nearly 95 percent of impressions that users engage with are never clicked. This confirms that advertisers must bring the experience to the user, rather than have the users seek it out on their own. Read more at www.imediaconnection.com |
 Facebook served 16% of all display ads in Q1 of this year, according to comScore, making it the largest online display ad publisher in the US—handily beating #2 Yahoo, reports ClickZ.
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Facebook’s growth is impressive whether compared to its Q4 numbers or Yahoo’s numbers. In Q1, Yahoo’s properties saw 132B impressions (12.1% of all online display ad impressions). In Q4, Facebook served about 115B impressions. In Q1 of this year, Facebook served a whopping 176B impressions: a 53% increase over its previous quarter. (Yahoo saw a slight decrease from Q4: down from 140B impressions, or 6%, and all other major ad players also saw declines.) |
While ad networks and other collective buying channels continue to attract media buyers, the majority still prefer buying by the site, according to a new report from research firm Advertiser Perceptions, which was commissioned by ad network and technology provider Collective Media. |
A full 52% of respondents indicated they would increase spending on content sites — such as ESPN and WebMD — this year. |
What’s more, nearly half — 46% — of respondents reported a site-centric focus, with spending increases limited to vertical content and video sites. |
Overall, 34% of respondents indicated that they would increase online ad spending in 2010, with 35% of respondents indicating they would increase spending on ad networks. Large online spenders — those spending $10 million or more — were slightly more likely — 40% — to use ad networks, according to the study. Meanwhile, 46% of respondents indicated they would increase spending on video sites in 2010, while 67% of large spenders would increase spending on video sites. By contrast, just 23% of survey takers said they planned to increase spending on portals this year. Read more at www.mediapost.com |
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Using TV and Online Together Boosts Ad Effectiveness
