How To Integrate Online Video Ads And TV Ads

How To Integrate Online Video Ads And TV Ads

What do you get when you combine a $500,000 online video buy with a $2.6 million TV campaign? A 14% percent boost in reach, an 18% jump in frequency and an 11% reduction in the cost of the impressions. Or so says YuMe, the online video network that partnered with Nielsen to study effectiveness of a cross-platform campaign. For details on how online video boosted the efficiency of TV, check out this week's New Media Minute.

Combining Online Video Ads With TV Ads

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With spending for online video ads expected to leap 40% this year to $3.1 Billion, new studies are being conducted and new ad formats are rolling out. The latest news comes from the ad network, YuMe, which conducted a joint study with Nielsen to measure the effects of online video when combined with a TV ad campaign.

The result was that the combo campaign increases reach in the desired 35-54 demo by 7%, with the marketer reaching more than 6 million additional consumers in that target demo that it was not reaching with TV ads alone.

YuMe said the efficiency of the online video portion of the campaign was nearly double that of the TV portion, in terms of the cost needed to reach prospective customers. Brand recall also improved with online video–a boost of 22%.

Of course this is just one campaign, and one study… but there is some serious momentum behind online video ad platforms and networks trying to snag TV dollars or at least trying to become a more meaningful part of larger buys.

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Posted in Video Advertising, Videos About Video
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About the Author -
By day, Daisy Whitney is a producer, on-air correspondent, podcaster and raconteur in the new media business. She produces conferences for iMedia and provides strategy consulting to businesses on their online video presence and the online video marketplace. As a reporter, Daisy covers new media for NBC’s KNTV,, Beet.TV, MediaPost and others. She also hosts the top-ranked iTunes audio podcast “This Week in Media,” which you should totally subscribe to. View All Posts By -

What do you think? ▼
  • Daphna Tsachor

    Thanks for the article, Daisy.
    I totally agree with your point: budgets should shift online. However, by simply re-purposing TV ads a brand might not leverage the full potential of the online eco-system: unlike TV ads, video ads can take advantage of geo-targeting and behavioral segmentation to present ads that are relevant specifically for the individual user.

    Moreover, new technologies like SmartVideo, give brands the ability to re-target customers by showing them a specific product based on their browsing history at the brand's website. The result is an extremely engaging ad. At SundaySky we recently ran a campaign with one of the leading online retailers that clearly shows how personalization of pre-roll ads drives much higher return on ad spend.

    So my recommendation would be: don't re-purpose TV ads, but rather invest in strategic planning of your online video advertising program and understand the breadth of possibilities in that world.

    Daphna, VP Marketing @ SundaySky.

  • Jackson Whitmore

    Do you have a link to the study? I'm curious how they arrived at these numbers.

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