Would Wendy’s “Where’s the beef?” TV spot or Apple’s “1984”-inspired reveal of the Macintosh computer have had the same impact on the American zeitgeist if they had been released on YouTube before being aired on television?
You would think that with the sheer volume of videos on YouTube that advertisements with the potential to become iconic would be buried beneath music parodies and outtakes from America’s Funniest Home Videos.
Not so, according to a new study by the Interactive Advertising Bureau.
In its report – “A Comprehensive Picture of Digital Video and Advertising” – the IAB found that brand recall increases considerably – from 46 percent to the mid-50 percent level – when advertisements are aired both on television and online. Furthermore, brands may want to consider piloting advertisements online before sending them across television airwaves.
“Running an ad online and on TV is much more effective than running one or the other by themselves,” according to ReelSEO’s analysis of the study. “Brand affections like likability and message recall are higher when running in tandem, and the order makes a difference. Those who saw the ad online first and then on TV had higher engagement.”
On whichever platform you choose to air your video advertisements – from an emerging one like Vine to a more traditional one like TV – cross-platform consistency is most important. A local business internet marketing firm is best suited to help you develop a memorable, effective campaign.
With that advice, you’ll have your customers asking the equivalent of “Where’s the beef?” for years to come.