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FRIDAY, NOVEMBER 27, 2009
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Online TV Ads More Effective

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

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(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.

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
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 movie studios have been scrambling to assemble their own online video channels, Internet pioneer YouTube Inc. has been...
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
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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