7526 2 3 econsultancy_xml <blockquote> <p> <em>"The results show a higher level of engagement among the online viewers — leading to increased communications awareness, brand favourability and consideration," </em>the company said.</p> <p> <em>"This is supported by the fact that online viewers were 53% more likely to pay attention to the ads during commercial breaks versus live TV viewers."</em> </p> </blockquote> <p>A <a href="http://www.doubleclick.com/us/about_doubleclick/press_releases/default.asp?p=568">DoubleClick report</a> published last week found web video ads had higher click-through rates than static ad banners.</p> <p>Meanwhile, the <a href="http://www.mediainfo.com/eandp/news/article_display.jsp?vnu_content_id=1003563988">results of the Poynter institute's latest Eyetracker</a> study this week show that, when users read an article online, they tend to complete 77% of the text, versus 62% completion in broadsheet newspapers and 57% in tabloids.</p> <p>That finding contradicts the commonly-held notion that web users usually don't appreciate taking time to read lengthy portions of text.</p> <p>Put together, the studies will give encouragement to web advertisers and marketers alike, and go some way to accounting for the <a href="/blog/993-online-ad-spend-overtakes-newspapers">surge in online ad revenue</a> (and its migration from print) over the last year.</p> <FormattedContent xmlns="http://www.e-consultancy.com/schema/formattedContent/"> <Block> <Paragraph> <Quote>"The results show a higher level of engagement among the online viewers — leading to increased communications awareness, brand favourability and consideration," </Quote>the company said.</Paragraph> <Paragraph> <Quote>"This is supported by the fact that online viewers were 53% more likely to pay attention to the ads during commercial breaks versus live TV viewers."</Quote> </Paragraph> </Block> <Paragraph>A <Link URL="http://www.doubleclick.com/us/about_doubleclick/press_releases/default.asp?p=568" Window="New">DoubleClick report</Link> published last week found web video ads had higher click-through rates than static ad banners.</Paragraph> <Paragraph>Meanwhile, the <Link URL="http://www.mediainfo.com/eandp/news/article_display.jsp?vnu_content_id=1003563988" Window="New">results of the Poynter institute's latest Eyetracker</Link> study this week show that, when users read an article online, they tend to complete 77% of the text, versus 62% completion in broadsheet newspapers and 57% in tabloids.</Paragraph> <Paragraph>That finding contradicts the commonly-held notion that web users usually don't appreciate taking time to read lengthy portions of text.</Paragraph> <Paragraph>Put together, the studies will give encouragement to web advertisers and marketers alike, and go some way to accounting for the <Link URL="/blog/993-online-ad-spend-overtakes-newspapers" Window="New">surge in online ad revenue</Link> (and its migration from print) over the last year.</Paragraph> </FormattedContent> 2007-03-29T11:04:00+01:00 0 1 econsultancy_xml <p> <strong>Web video ads are more effective than TV commercials, and people read online articles in greater depth than print articles, according to new research.</strong> </p> <p>Viewers had better brand recall from video ads embedded in shows watched online than from regular TV advertisements, <a href="http://www.millwardbrown.com/Sites/MillwardBrown/Content/News/PressReleases.aspx">according to research firm Millward Brown</a>.</p> <FormattedContent xmlns="http://www.e-consultancy.com/schema/formattedContent/"> <Paragraph> <Emphasis>Web video ads are more effective than TV commercials, and people read online articles in greater depth than print articles, according to new research.</Emphasis> </Paragraph> <Paragraph>Viewers had better brand recall from video ads embedded in shows watched online than from regular TV advertisements, <Link URL="http://www.millwardbrown.com/Sites/MillwardBrown/Content/News/PressReleases.aspx" Window="New">according to research firm Millward Brown</Link>.</Paragraph> </FormattedContent> false 997 <p>For stats relating to online video, see Econsultancy's <strong><a href="http://econsultancy.com/reports/technology-adoption-statistics">Technology Adoption Statistics Compendium</a></strong>.</p> <p>For stats relating to online video, see Econsultancy's <strong><a href="http://econsultancy.com/reports/technology-adoption-statistics">Technology Adoption Statistics Compendium</a></strong>.</p> 362977 Web video ads 'better than TV and banners' false 2007-03-29T11:30:00+01:00 web-video-ads-better-than-tv-and-banners 2009-04-28T22:45:58+01:00 2009-10-13T08:57:40+01:00 346