Study proves: Commercials work just as well on the Internet as on TV
A study presented under the auspices of the «Zukunft Digital» research consortium compares the effectiveness of online and TV as media channels. Facit Digital examined how commercials shown on the Internet affect brand values compared to when they are broadcast on television.
A study presented under the umbrella of the "Zukunft Digital" research association compares the effectiveness of the two media channels online and TV: On behalf of the Plan.Net Group and United Internet Media, Facit Digital, the research institute for digital media, investigated how commercials shown on the Internet affect brand values in comparison to their broadcast on television.
The result: in all relevant factors such as brand awareness, advertising recall, relevant set and brand sympathy, commercials - whether shown online or on television - have the same effect on the test subjects: The contact quality of both media in terms of brand values has a "conversion rate" of 1 to 1. Media-specific added values of online, for example through interaction possibilities, were not taken into account as part of the study, as they were not the focus of the research interest, according to a statement.
For the study, online users were asked about commercials for the brands Bahlsen, BMW, Cortal Consors, DKV, Drano, MediaMarkt, Parship, Tchibo and Wüstenrot. In the studio test, the test subjects watched a television program and surfed the WEeb.de portal. The advertising clips were shown in natural usage situations in the form of single spots and in advertising blocks on television as well as on the Internet as a pre-roll ad and as a "Logout MaxiMotion Spot", a flash-based spot shown exclusively on a large screen when leaving the Web.de services that require registration.
The result: in all relevant factors such as brand awareness, advertising recall, relevant set and brand sympathy, commercials - whether shown online or on television - have the same effect on the test subjects: The contact quality of both media in terms of brand values has a "conversion rate" of 1 to 1. Media-specific added values of online, for example through interaction possibilities, were not taken into account as part of the study, as they were not the focus of the research interest, according to a statement.
For the study, online users were asked about commercials for the brands Bahlsen, BMW, Cortal Consors, DKV, Drano, MediaMarkt, Parship, Tchibo and Wüstenrot. In the studio test, the test subjects watched a television program and surfed the WEeb.de portal. The advertising clips were shown in natural usage situations in the form of single spots and in advertising blocks on television as well as on the Internet as a pre-roll ad and as a "Logout MaxiMotion Spot", a flash-based spot shown exclusively on a large screen when leaving the Web.de services that require registration.
From now on, media planners will be able to use the information reached on the Internet and via television to
moving image contacts on the basis of brand-oriented advertising impact, says Manfred Klaus, Managing Director of the Plan.Net Group. Now it is important to make targeted use of the economic advantages of the individual channels: For example, younger target groups can usually be reached more economically on the Internet than on television, but television generally has a greater reach. Coordinated planning of the two audiovisual channels can thus achieve economic benefits of 30
percent and more achievable.
