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Original online video productions drive purchasing, says study Creating new videos for online more effective than re-using TV ads, researchers have found.
Creating an original online video production as part of a marketing campaign is more effective at driving purchases than re-using a TV ad, it has been found.
New research from analyst Dynamic Logic reveals that repurposed TV ads shown online result in higher brand awareness.
However, when entirely new video content is created for the web, it is far more likely to influence consumers' purchasing decisions.
This was found to be the case particularly among younger age groups.
Within the 18-34 year-old age range, 2.8 per cent who saw an original online video were influenced to make a purchase decision, compared to 1.1 per cent for repurposed TV ads.
Chris Bian of Dynamic Logic's custom solutions team commented: "Whether the content is repurposed or original, online video is still the most effective online format when it comes to increasing consumers' likelihood to purchase."
A recent report by Global Media Intelligence found that spending on digital advertising will rise by 12 per cent this year.
Posted by Anthony Roberts
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