First, as reported by Ad-ology Research and others, more and more advertisers are adding online video to their TV buys. Viewership of video ads is exploding on such platforms as YouTube, Yahoo, Vevo, Facebook and Viacom with the average daily number of unique viewers now at 105 million.
But the trend to add video to the ad budget has been slow to develop.
In its whitepaper, “Surviving the Upfronts in a Cross-Media World,” comScore addresses several myths that may be giving pause to media buyers when considering online video advertising.
One is that online video ads should be bought only after reach and frequency have been optimized through TV. However, in its research, comScore found that adding online to a TV buy increased its effectiveness.
“Consumers who were exposed to one ad on TV and one ad online were 28 percent more likely to visit the brand’s website than those exposed to one ad on TV alone. In fact, the impact of two exposures — one on TV and one in digital — was almost as high as the impact of two exposures, both on the TV platform. This reinforces the wisdom of overlaying a digital plan on a TV campaign …”
Another myth is that online video ads are not as persuasive as TV ads. ComScore tested consumer preference for a brand against its competitors following exposure to an ad. It found ads that “work well on TV also have a high likelihood of working well in digital video format.”
Duluth Trading, manufacturer of workwear, is attempting to prove the converse — ads that work well online may work well on TV too. The creative premise? When confronted by plumber’s butt and dangerous rodents, Duluth’s apparel gets the job done. (Watch the two commercials below. And remember to double-check you work.)