A research study [PDF] conducted in the UK between October 2011 and November 2012 by Tremor Video and the IAB UK has found that video-on-demand (VOD) campaigns can serve as an effective complement to TV advertising, increasing both brand awareness and message association, particularly among light TV viewers. In one campaign, 29% of survey respondents in the UK who watched TV and VOD ads correctly associated the brand with its messages prior to the brand’s campaign, with that figure rising to 48% after the brand’s 2-month TV and VOD campaign, higher than the 43.6% among those only exposed to the TV ads.
After the 2-month TV and VOD campaign, the brand’s advertising continued on VOD alone for a month. The study reveals that among those exposed to the VOD ads during that month, 32% associated the brand with its messages, higher than the pre-campaign level of 29%. What’s more, among those who not exposed to the VOD ads, advertising “decay” was apparent, with only 26% making the correct association. Read the rest at MarketingCharts.