Study: Internet outstrips television

A recent study by Double Click and Tomorrow Focus shows the success of videos on the internet. In the recently published TakeGas study, they specifically investigated the acceptance of different rich media advertising formats and in particular the impact of videos on the internet. To this end, they developed a fictitious product: TakeGas. This was supposed to be a fuel additive in pill form that significantly increases the range of a car per tank of gas. The online marketing agency developed video spots for the campaigns and placed them on Tomorrow Focus sites such as Amica.de, Focus.de, Max.de and others. By examining the length of time users spend watching the videos, it emerged that users not only accept them, but also reward them with dream ratings. The 30-second spots generated an astonishing amount of attention. Almost half of users (47%) watched them; 252,790 videos from start to finish. This corresponds to an audience share of 15.1% - fantastic figures compared to the reality of traditional television.