In Depth

Video Ads as Effective as TV Ads, Study Says

Ads embedded in YouTube videos perform just as well as ads on television, Google said.

Those are the findings from a study commissioned by Google to measure the effectiveness of 30-second ads on YouTube, on TV and embedded into content online. Harris Interactive conducted the study.

Google said 30-second commercials fared the same on YouTube and embedded into video content as they did on TV, generating the same level of intent to purchase, engagement and interest in the brand.

The study also reported that online ads are better at “communicating the brand” because of the slightly higher accuracy in correct brand recall.

That means ads shown on YouTube or embedded into online video content are at least as effective as TV ads, Google said in the study.