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Andrew Haughton, strategy consultant, Deloitte
What has more impact on the average 18-24-year-old: an online video ad or an old-fashioned leaflet? According to a Deloitte/YouGov survey of more than 2,000 UK consumers, the leaflet wins. Among tech-savvy youngsters, 9% said leaflets were among the three ad formats that have the greatest impact on them; only 6% included online video in their top three.
The report highlighted the challenges of online advertising. Sticking with 18-24-year-olds, 7% considered banner ads impactful, but this compared poorly with TV (63%), outdoor (24%) and even radio (18%). These figures reflect the view that, outside search, online still lacks a killer ad format.
Pre- and post-roll video ads appear to have done little to meet this challenge. When asked which form of video ad they would most likely pay attention to, only 3% of all respondents said pre-roll video and 1% said post-roll.
However, online video is undergoing a fundamental change. TV is going online in a bigger way than ever before. The dominance of short clips and the brief heyday of user-generated content is giving way to more formal TV content viewing among mainstream consumers.
We asked what the main reasons for watching TV online were and allowed respondents to select up to three. Watching user-generated content was selected by 11%, compared to 82% who said they used their computers to watch programmes they’d missed when originally broadcast. A further 25% said they watched online TV programmes recommended by friends, and 21% were watching programmes they’d seen on TV and wanted to view again.
While professional content is replacing user-generated clips, the online TV revolution remains in its infancy. When we asked those who had watched some TV online how many complete programmes they’d viewed in the past week, 29% said one or two but twice as many, 58%, said none. It seems the challenge of engaging consumers online is likely to remain a difficult one for some time yet.