Comparing Internet Video Advertising To TV Advertising

It doesn’t surprise me at all to find that people pay more attention to ads on tv shows online and at websites like youtube than they do to television commercials. I’m not saying that commercials on tv are dead, but in the few times that I do still watch tv I keep the remote handy and watch 2 programs at once so I can flip back and forth between them during commercials.

You don’t have that option in Internet Video Ads or on television shows you watch online. If you want to watch that video, you’ll see the ad first. And users do not seem to mind.

Consumers Who Watch TV Online More Engaged Than TV-Set Watchers, Simmons Finds
by Mark Walsh, Monday, Dec 24, 2007 7:00 AM ET

CONSUMERS ARE 47% MORE ENGAGED in ads that run with television programs that they view online than those watched on a TV set, according to new research findings.

A cross-media study by Simmons, a unit of Experian Research Services, also found that viewers are 25% more engaged in the content of TV shows that they watch online than on a TV.

When people are online I believe they tend to get more absorbed and block out their surroundings more than when they watch tv. It obviously doesn’t apply to everyone. I know people who get very absorbed in their tv shows as well.

Other findings:

• People are more receptive to ads on sites that they visit often. Those who visited sites two to six times per week or more are more likely to be responsive to ads than less frequent visitors.

This points out the need to make your website into a place people want to come back to often. if you built your website more than 3 months ago and you have not changed the content at all, you are missing out.

One of the reasons blogs are so powerful is that the content changes daily. I don’t care if you add daily quotes, daily jokes, newsfeeds, a forum, a blog, or whatever, you need to add new content often if you want people to keep coming back to your website.

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