Where TV Ads Really Resonate
By Fred.
Via Business Week:
Where TV Ads Really Resonate
By Ben Levisohn
The screen may be smaller, but the payoff for broadcasters and advertisers is bigger. People who go online to watch a TV show are more engaged with the program—and its ads—than their couch-potato counterparts, says Simmons Market Research Bureau. Simmons surveyed 17,000 people to assess their involvement in the last TV show they viewed—asking, for example, how “inspiring” or interesting it was. The answers showed computer watchers to be 25% more involved than TV set viewers. “People watching online,” says John Fetto, a Simmons product manager, “are going to a Web site to find a specific program.” The online crowd was also 47% more likely to find ads “useful” than TV watchers—and more inclined to make a purchase. Web TV watchers “only click on [an ad] if they’re interested in it,” says Darcy Gerbarg, a senior fellow at the Columbia Institute of Tele-Information. “That’s more valuable to an advertiser.
January 30th, 2008 at 2:43 pm
This is the first time I have been to Next New Networks blog. I am at NATPE in Vegas and I heard Herb Scannell talk in a panel discussion about the future of online video. It was very inspirational and if there is a way you can get a copy of the footage and post the video on your blog, it would be enlightening to all your readers!
February 4th, 2008 at 9:36 pm
We’re happy to inspire anyone we can Kali. I’ll check for the footage and see what’s what. Thanks for the kind words.