Chart - TV vs. Online Video Effectiveness Metrics

Video ads viewed online during full episodes of TV shows have a higher impact than ads viewed on traditional TV or during short-form content online, finds Nielsen [PDF] in a study commissioned by the IAB and sponsored by Microsoft Advertising and Yahoo. The study comes on the heels of a report that Nielsen will be including broadband views in its TV ratings system, though the company has found similar results in previous studies dating back at least to 2010.

According to this latest study, compared to TV ads on broadcast and cable, ads watched online during full episodes of TV shows demonstrate 39% higher general recall, 85% higher brand recall, 100% higher message recall, and 86% higher likability. (The study is limited to brands that streamed online and aired on TV during the same period, and is based on responses up to 1 day post-ad stream.) Read the rest at MarketingCharts.