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In the News Banner Ads vs TV Spots
In the News Banner Ads vs TV Spots
| Banner Ads vs TV Spots |
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| Written by Joe Mandese |
| Thursday, April 02 2009 00:00 |
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CBS, Conde Nast Find Online Banner Ads Worth Only 16% Of A TV Spot A study commissioned jointly by one of the biggest publishers of magazines and distributors of television programming, found that TV and magazine ads are "more effective" than ads shown on the Internet. The study, conducted by well-regarded research firm McPheters & Co., examined the relative effectiveness of ads across the three media, and found that 30-second TV spots and full-page, four-color magazine ads were proven to be more effective than standard online banner ads. The study, which utilized McPheters & Co.'s proprietary methods, utilized sophisticated "eye-tracking" software to determine whether Internet ads were actually seen by respondents, who participated in the studies at CBS' Television City research facilities at the MGM Grand in Las Vegas.Eighty-five percent of Internet ads served during the test appeared on-screen and could be identified by brand, but Internet video ads appeared much less frequently than banner ads, and their exposure skewed heavily towards young men. When they did appear they were twice as likely to be seen as banner ads. Among Web users, nearly two-thirds (63%) of banner ads were not seen. Respondents' eyes "passed over" 37% of the Internet ads and "stopped" on slightly less than a third, McPheters & Co. found. In contrast to online ads, TV and magazine ads generated a strong propensity to be seen and recalled. Full-page, four-color magazine ads were determined to have 83% of the value of a 30-second television commercial, while a typical Internet banner ad has 16% of the value. |