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.