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September 5, 2008 8:28:58 PM CDT

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Online TV Ads More Effective

Posted Dec 27, 07 3:33 PM CST in Business,  Technology 

(Newser) – Online video advertising is dramatically more effective than conventional TV commercials, a new study finds. Individuals viewing television shows online were found to be 47% more engaged by advertising than other viewers were by commercials during traditional broadcasts, and 25% more engaged by the programming itself, Ars Technica reports.

The study defined advertising "engagement" levels according to six criteria: "inspirational," "trustworthy," "life-enhancing," "social interaction," "personal time-out" and “ad receptivity." The study also found readers are 18% more engaged by online advertising than by print ads, and 15% more engaged by online magazine articles than by printed versions.

Sources Ars Technica, Media Daily News

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ADVANCE FOR DEC. 1-2; graphic shows statistics on behavioral targeting in online advertising; 1c x 3 1/4 inches; 46.5 mm x 82.6 mm   (Associated Press)
YouTube co-founders Chad Hurley, left, and Steve Chen, right, pose for a portrait after an interview at the Associated Press' bureau in San Francisco, Thursday, May 17, 2007. While major television and...   (Associated Press)
Michelin Man Makes Shuttle Commercial Debut   (Getty Images)
« Prev« Prev | Next »Next » Slideshow
"Sony Transformation" - one of the first viewer-created ads accepted by a major corporation.   (msamsa1 (YouTube))
An engaged viewer edited together all the Geico Caveman commercials.   (ri4162 (YouTube))

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television  • advertising  • media  • Internet advertising  • video downloads


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