According to E-Marketers ad "TV ads perform as well as made for web ads", the trend is great for brand awareness, when taking a made for TV commercial and running it online. It also says that the support leans towards made for TV ads over web made ads. I think this is interesting when understanding the budget for both.Typically TV ads are much larger and involve much more depth but when we looked at the Evian bottled water campaign on You-Tube, we saw how successful a made for Web ad can be. The other thing to be considered here is the resources for television are far more vast then what available to marketing teams towards the internet.
The most interesting thing that the article showed was that brand favor-ability went up on the internet in every age group by 1-2 percent. That seems like it needs much deeper research as such a large jump in every age group tilts me to believe that internet ads are connecting with people at a much less generic level then television. It could be simply because the amount of people searching out topics and marketers being able to focus on a more detailed demographic. It's less about attracting a large group then really 'snagging' the core group of your audience.
Lastly neither ads had high completion rates, or watching it to the end. Interesting enough the food and beverage industry did the best on the internet (funny considering the high interest in Alcohol commercials.) while the TV ads did best for retail stores. That once again needs more details behind it like the demographic information or target audience and direction of the ads. Overall they both had there strengths and weaknesses, but it appears like the trends of late, that the internet is going to take more and more market share from other media/
Great post! I like your subject and your argument. It's funny how people TiVo their shows or sports games, or even pause them just long enough so that they can fast forward through the commercials - which in essance deletes the idea of advertising on television all together. But online, people will go out of their way to see a certain commercial and pass it along to friends. I agree that advertising online, especially for the younger generations, seems like the better, more financially sound way to advertise. Unless, of course, you can afford Super Bowl advertising!
ReplyDeleteOne of the benefits of online ads is that people can watch what they want to watch. Like on Hulu there are times where they ask "Would you prefer to watch an ad about A or B?" They also keep data of videos I choose are relevant to me so they can tailor the ads to what I like. TV ads you just have to watch and even though there is some rhyme and reason to them it ins't as goog as consumer choice.
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