Online video campaigns can extend TV advertising reach by a third, as young adults spend less time watching TV, according to new research.
The research by Utarget.Fox and MediaCom analysed the results of an online video campaign for a technology client targeting broadband users with the same demographic as the TV component.
Fifty per cent of adults in broadband homes remembered seeing the ads online or on TV, with one in three only recalling the pre-roll ads online.
The research included data from BARB showing consumers, aged 18 to 44, with broadband were underexposed to the TV campaign, which only achieved a 40% reach, compared to a 45% reach with those who did not have broadband. The study found 18 to 44-year-olds spend 30 minutes less each day watching television.
Phil Cooper, chief executive of Utarget.Fox, said: "Online video can add value to TV campaigns by extending reach in a cost-effective manner, particularly among adults in broadband homes."
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