A new Microsoft/Nielsen study finds that online video ads score higher in terms of brand recall, message recall and likeability than their televised counterparts.
Survey by: Nielsen IAG for Microsoft Advertising
Methodology: Over 14,000 surveys were completed between 2007 and 2009 using the following metrics: general recall, brand recall, message recall and likeability. Nearly 240 brands and more than 950 ads were included in the survey.
The survey panel consisted of viewers who have watched ads on TV programs, viewers who have watched ads in long-form online video, and viewers who have watched ads in long-form online video seven days prior to seeing the products’ ads on TV.
Key findings:
• 39% of those exposed only to online video ads recalled the message versus 21% of those only exposed to TV ads
• 26% of those exposed only to online video ads deemed them likeable compared to 14% for TV ads
• 29% of those exposed to both online video and TV ads recalled the message compared to 19% for the TV ads alone
• 17% of those exposed to both online and TV ads said they were likeable versus 13% for the TV ads alone
• 39% of those exposed to repurposed TV ads recalled their messages versus 29% for online original ads
• 27% of those exposed to repurposed TV ads perceived the ads as likeable versus 19% for the original online ads
