Thursday, May 17, 2012, 10:48 AM ET|Posted by Will Richmond
It's no secret that with consumer behavior fragmenting over different video sources and media-related activities, advertisers are having a tougher time than ever reaching their targeted audiences. Especially elusive are younger, lighter TV viewers. No surprise, these lighter viewers skew younger with about 31% of 18-49 age group in the category. They're also choice targets for advertisers: they're wealthier, more educated and more diverse.
To help prove the efficacy of online video advertising as a method for reaching these viewers, yesterday Google/YouTube and Nielsen released new research demonstrating that lighter TV viewers (who average 39 minutes per/day) are more effectively and cost-efficiently reached with online video advertising that compliments traditional TV advertising.
Google/YouTube and Nielsen ran six cross-media studies that included one group of viewers who saw only TV ads and a second group which was also exposed to YouTube and Google Display Network ads. Campaigns varied in length from 1-4 months and were for auto, retail and wireless advertisers.
The study showed that YouTube/GDN added 4 percentage points of incremental reach for light TV viewers. Importantly that incremental reach cost 92% less than it would have had it been achieved with TV advertising. It also increased frequency for light viewers by 145%. The TV advertising didn't even reach 63% of the light TV viewers.
The findings echo research from YuMe/Nielsen earlier this year that also showed improved reach and frequency, plus more cost-effective impressions for the 35-54 age group. Like the new Google/YouTube research, YuMe also advocated for a combined TV/online buying approach, meaning advertisers should be considering shifting budgets in part to selectively reach hard-to-access audiences.
I'm betting that this "online video as compliment" angle will become increasingly common in future research results. As I asserted earlier this week, online video offers significant advantages vs. TV, and with a steady diet of ongoing research results, media buyers and brands are going to increasingly recognize this.
(Note: if you want to learn more, come to the VideoNuze Online Video Advertising Summit on Tues, June 19th. Early bird, discounted registration is available until May 25th)
Video Research Around the Web
- Cord-Cutters Show Interest in Discovery Channel: Survey Multichannel News
- Pew: Mobile Broadband Users Double Since 2013 Multichannel News
- D2C Advertisers See Sharply Higher TV Ad Spending Mediapost
- Forecast: OTT Revenues To Hit $23.7 Billion By 2023 Mediapost
- Data-Enabled TV Buying Rises, Despite Concerns Mediapost
- Netflix Again Blows Past HBO, Others as No. 1 Pick for ‘Best Original Programming,’ Survey Finds Variety
- Cord-Cutting Got 75% Worse in Q1, Most Terrible Quarter Ever for Pay TV Multichannel News
- Many 4KTV Owners Don't Use Advanced Content Features Mediapost