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BizReport : Viral Marketing : July 27, 2010

Nielsen: Online, TV exposure ups awareness, actions

In the land of cross-platform advertising, the connection between online video and television may be the one to watch. Recent information from NielsenWire indicates that the combination of online video and television spots increases awareness and actions compared to online video alone.

by Kristina Knight

The Nielsen report focuses mainly on pharma marketing.

The report found that Internet and television increased 'intent to ask', 'brand communication and memorability of video spots. The combination of online and television resulted in a 212% increase compared to internet only (past 24 hours) or in the last seven days (157%) or television only (100%).

Consumers are still more likely to be found watching television that online video, but they're watching more timeshifted television as well as watching on the Internet which is what makes a television/online video cross-promotion so lucrative. In fact, those surveyed with home Internet access say they are watching television while they use the Internet (40%) to blog, use social networks, check email or generally surf.

Catching these consumers who are multitasking in this way increases the chance that an ad will play on television and be echoed through an online video clip. According to Nielsen these multitasking viewers are more paying more attention to televised programming and the ads supporting it; that engagement translates online as consumers go about email, social networking and watching more video content.

In the US, comScore research finds that 4.3 billion video ad impressions were served as nearly 85% of consumers logged on to watch online video clips. On average, clip length was 4.9 minutes with the average ad lasting just over 20 seconds.

Tags: advertising, comScore, NielsenWire, online video, television ads, video advertising

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