Too lame and too dull: the classic TV spot is dying out online

30 seconds until the brand is recognizable or until the surprising punch line that provides laughs and conversation. That's classic TV advertising. But it no longer works on the web - at least in Germany. There, advertisers have long understood the benefits of video advertising that is specifically adapted for the online or mobile environment. More than 70 percent of the impressions played out via the Teads media platform are now optimized video spots. The simple extension of TV advertising to online channels is therefore becoming increasingly rare in this country. Especially in the outstream environment. The German market is a pioneer in this respect, because in other markets such as the USA and the UK, the proportion of optimized spots is even lower.

Commercials on TV can build a story over a longer period of time and often introduce the brand as a punchline at the end. Online and on mobile devices, spots need to capture users' interest much faster and also convey the brand message right at the start. "Ads that get to the point quickly and ideally invite the user to interact have been proven to achieve better results," says Nicolas Poppitz, Managing Director Germany at Teads. For example, optimizing Absolut Vodka's video spot increased click-through rates by 154 percent. The whiskey brand Jameson increased its click rate by 57 percent through optimization. In general, optimized ads increase user interaction with the ad by up to 50 percent and brand recall by up to 117 percent, according to a study Teads conducted in the U.S. back in 2016. "Advertising materials produced specifically for the relevant channel have the best effect," concludes Nicolas Poppitz.