A recent IAB study has found that moving TV ad dollars to digital advertising can increase reach while lowering overall costs.
IAB officials say that moving 15 percent of a firm’s TV spending dollars to digital ads can increase the reach of consumer-packaged goods (CPG) by over 3 percent in the 18 and over demographic. In non-CPG categories, the study found that incremental reach grew by over 6 percent on average in the same demo.
“This study documents that brands need both online media, especially digital video, and TV to reach consumers effectively,” says SVP of research, analytics, and measurement at IAB Sherrill Mane.
“It’s eye-opening to discover that viewers actually have an easier time naming the brand behind a TV commercial if they have had the opportunity to be introduced to the creative first on a digital screen. Marketers and media planners clearly need to start thinking about their digital buys – whether video or display – before they forge ahead with a traditional television buy, in order to optimize reach and effectiveness.”
According to IAB’s study, TV-only schedules for CPGs reach over 61 percent of the 18 and over demographic. While TV-only schedules for non-CPGs reach roughly 48 percent of the same demo.
When reallocating 15 percent of TV ad spend to digital platforms, CPG reach reportedly grew to over 64 percent for the 18 and over demographic. Non-CPGs that performed the 15 percent switch saw reach jump to over 54 percent with the 18 and over crowd.
In comparison, the IAB also found that reach in the aforementioned demographic only stands at over 6 percent for CPGs using an online-only campaign. While reach for online-only non-CPGs was measured at around 10 percent for the 18 and over set.
IAB’s study found that launching campaign video ads online first is a good way to generate buzz. According to the group’s research, an online-first strategy for video-based ads is the way to go for TV campaigns.
Statistics showed that online video had a stronger impact on consumers’ general recall, brand recall, message recall, and ad likeability metrics when compared to TV ads. On average, the study found that consumers streaming 20 second video ads watched the full ad 87 percent of the time.
The study’s outlook comes from research performed by Nielsen. Nielsen’s numbers came from research performed over the course of 2011 to 2012. Data gathered by Nielsen research platforms was cross-examined with Census data to uncover demographic statistics.
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