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Online TV Ads More Effective

Internet viewers find content, advertising more 'engaging' than in conventional spots

By Sam Biddle, Newser Staff

Posted Dec 27, 2007 3:33 PM CST

(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.

[Images (3)]

[Videos (2)]

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)

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"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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Online TV Ads More Effective