LONDON and NEW YORK, NY -- (Marketwired) -- 04/19/13 -- Tremor Video, the Internet Advertising Bureau UK (IAB UK), Nielsen and Performics today announced the results of TV and VOD: Friends With Benefits, their joint research study as part of the IAB UK's sold-out event entitled, Stretch Your Reach -- Video on Demand.
The study findings are based on 1.5 years of research into how UK consumers watch TV and video content plus a statistical analysis of five UK ad campaigns (TV and video) across a wide array of categories: fast-moving consumer goods, retail, beverage, tech, finance. The results validate the team's hypothesis that VOD ad campaigns are a cost-effective way to increase reach, brand awareness, and message association, especially when targeting affluent consumers and light TV viewers who are increasingly watching VOD content.
The study's researchers have also concluded that advertisers and media agencies can maximize ad budgets and keep brands top of mind by running TV and VOD ads simultaneously and also by continuing with VOD when TV ad campaigns have finished. (VOD, the ad term used in the U.K., is synonymous with digital video advertising in the U.S.)
"This study confirms what we have known to be true -- that VOD and TV are friends with benefits, working together to maximize advertising budgets," said Doron Wesly, head of market strategy at New York-based Tremor Video. "TV advertising does a fantastic job of raising brand awareness. VOD advertising amplifies it further, and can extend the life of a campaign's brand message well after the TV ads stop."
Said Charlotte Ellis, media & advertising manager of Aviva: "Aviva strives for marketing innovation and devotes resources to emerging media channels, such as VOD, so that we can engage consumers where they are, on their terms. That is why we were pleased to see the results of the TV and VOD: Friends with Benefits study, for they validate our strategy. We firmly believe that VOD serves as a perfect complement to our TV advertising, helping us extend our reach and brand awareness as more and more people choose to consume VOD content."
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