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.
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Comments (2)
Well, honestly its just about communication in any given media. For large brands that need to simply spread awareness campaigns the myriad of ways to get to a possible consumer becomes very large and very blurry.
The more a brand appeals to an individual the more likely they are to spend some time with it. It just "how" to reach people, is something that will constantly evolve. So a study like this doesn't surprise me in the least.
Posted by Adam Poots | April 3, 2008 10:14 AM
This is a phenomenal article, I am very pleased to have had this forwarded from an associate. It is the responsibility of every marketing professional to navigate the newer technologies, attitudes and lifestyles that dictate how, when and where consumers accept or reject messages. Embracing consumer-controlled content is essential. What we are experiencing is the continued evolution of a profound media dimension; the possibilities for an even greater intimacy between product and consumer are limitless with proper focus and management.
Posted by Cary Herrman, President and Co-founder, Ocean Bridge Group | April 3, 2008 2:25 PM