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BizReport : Viral Marketing : February 26, 2009


Want more from TV? Try online video

A new report from Utarget.Fox indicates that television ad campaign returns can be lengthened by including online video in the campaign. Mediacom Communications, a UK-based cable operator, partners with Utarget.Fox for the results. Researchers found that the combination of online and offline campaigns extended the reach of the campaign as a whole.

by Kristina Knight

The study followed a pre-roll campaign launched and run online from November 26, 2008 - December 26, 2008; at the same time a television ad campaign was run. Researchers found that when running online and offline ads for the same campaign the reach of the ads increased. Why? Likely because most cable households are also broadband households. By cross promoting a campaign (giving an online link in television campaigns, for example) consumers are more likely to respond or search for more information.

Other interesting findings include:

*About 70% of households have broadband access
*More than 65% of homes with broadband also have pay television
*Broadband homes spend about 30 minutes less watching television than homes without broadband

Although the research shows that cross-platform campaigns can benefit marketers it does not mean that marketers should push even more money into online arenas and out of offline arenas. The point of a cross-platform campaign is to catch consumers in different places; by pushing television budgets into online video marketers would take away a valuable asset. Even if consumers are watching less television, they are still watching. As long as the consumer is watching (or reading, in the case of newspapers), it makes sense to continuing ad campaigns in those areas.






Tags: online video, Utarget.Fox, video advertising








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  • Megan

    Online videos are extremely successful and have the possibility of going viral. Companies like GeniusRocket and xLNTads are harnessing user generated content, and successfully creating really great videos and advertisments. Although not developed by GeniusRocket or xLNTads, the user generated content in the Doritos Super Bowl ad was extremely effective. People driving the message is appealing and targets what people want to hear.

  • Megan

    Online videos are extremely successful and have the possibility of going viral. Companies like GeniusRocket and xLNTads are harnessing user generated content, and successfully creating really great videos and advertisments. Although not developed by GeniusRocket or xLNTads, the user generated content in the Doritos Super Bowl ad was extremely effective. People driving the message is appealing and targets what people want to hear.





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