Here at Ebuzzing we’ve heard a lot of myths about online advertising. So to find out whether they are fact or fiction we decided to put our research hats on and put three rumours to the test.
Users don’t like online advertising - Fiction
Econsultancy’s UK Internet Advertising Statistics Compendium has proved that users do engage with online advertising and consider it a vital part of the internet. 61% of adult users believe the internet would disappear without online advertising and 31% say they have made a purchase as a direct result of an online ad. Young users are the most engaged with 40% claiming to have bought a product or service because of an online advert and 68% finding online advertising helpful.
Shortform online video ads just as effective as TV – Fact
Comscore’s Surviving the upfronts in a cross media world proved that shortform online video ads are just as effective as their television counterpart. ComScore used their Share of Choice metric (which gauges consumer preference for a brand among its competitors), to compare 30 different advertisements that were tested in both online video and traditional TV formats. They found that the lift in Share of Choice for both TV advertisements and online video was 0.86. This correlates to roughly an 8% lift in sales for both formats, proving that online video ads are just as effective as traditional television advertising.
Online Video is a fad – Fiction
In 2011 the average Brit watched 19 hours of video per month, 176 videos in total. ComScore’s report suggests that only 1.5% of online video is made up of advertising, whereas TV is 25% adverts. This suggests there is massive room for growth in online video advertising and that the upward online trend is set to continue. ComScore is not alone, Nielsen’s Global Advertising Report also agrees that online video advertising is here to stay and encourages advertisers to ‘refine marketing plans so that they reflect this new video-viewing behavior’.
Ebuzzing hopes this clears up some of the myths surrounding online advertising, remember don’t believe all the rumours!