TV Ads Perform as Well as Made-for-Web Ads

©IDG Communications, Inc. Photo contributed by Matthew Mikaelian.

eMarketer, 10/15/10

A new eMarketer report examines video ad metrics

Do made-for-web ads perform better than repurposed TV ads? The answer is yes—and no. Dynamic Logic research released in September found that re-used TV spots resulted in higher brand awareness metrics than made-for-web ads.

The report showed that online ad awareness got a bigger lift from repurposed video ads than made-for-web video. Purchase intent was higher for made-for-web ads among those ages 18 to 34 but flat among the older age groups.

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