Ever wondered whether it’s a better investment to put your ads on TV or put them online? The answer: Do both. That’s the conclusion of a new study conducted by Ipsos and sponsored by Google. In fact, the companies say that people exposed to a 15 second video ad on both YouTube and TV were two times as likely to recall the ad as those who saw the TV ad alone. For a 30 second spot, recall was boosted by 1.5 times.
The study didn’t look at media placement, only the recall and brand impact on 2,400 people who saw the ads. Research participants looked at either TV ads, YouTube ads, or both, and Ipsos surveyed them about brand attributes.
Interestingly, in most ways online videos performed just as well as the ads shown on TV, perhaps reflecting the fact that video viewing is becoming more fluid from medium to medium. The researchers found that, in most categories, aided brand recognition was about the same on YouTube as on TV, with the two combined winning out handily in most cases.
When it comes to aided brand attribution, YouTube also performed as well as TV ads both for 15-and 30-second spots. Aided brand awareness and brand favorability were also about the same on the two media.
For consideration and recommendation, as well, the stats didn’t change all that much from TV to YouTube.