This study delivers clear evidence of just how powerful and effective the TV and online combination is. TV and online are perfect partners and the study urges advertisers to recognise the greater impact  they can have if they use them together.

TV benefits from the way online offers a means of expressing and exploring the desires and motivation TV creates. Online usage is not displacing TV viewing and it is time to celebrate the complementarity of these two most powerful digital media.

The study also reveals that “tech-savvy” population regularly go online while they are watching TV, enabling instant online response to TV ads.

Click here to read the full article.

The webmission event has been fantastic. There are some very smart companies here and they are doing the UK proud. However there has been some ill informed comment on some blogs in the UK, see Mike Butchers post here dealing with that. I have no plans to relocate coull to the US, we have a great team in the UK and we will grow that team there. However it would be crazy not to visit a ‘centre of exellence’ and try and pick up best practices.

I would fully support and encourage  Oli Barratt and the team to start organizing webmission09. Well done Oli

Irfon�

the first two days of webmission in San Francisco have been a whirl of social networking. We were invited to the home of Jim Buckmaster, CEO of craigslist and Susan Best from BestPR  on Sunday for Brunch and Cocktails, which was fantastic. Met some very interesting people, worth the trip already! We then headed off to Redwood City in the Valley for a BBQ. It seems food and beer oils the wheels of the web 2.0 community here. No difference to the UK then!

So far the event has been very useful and there are some really good companies here from the UK and the reception from the Valley so far has been great. Just off to the Oracle campus now followed by a tour of Google…..

Irfon

FMCG brands have been traditionally slow to embrace online advertising.
A research from PHD and Yahoo, featured on Brand Republic,  revealed that consumer exposure to both TV and online video campaigns led to an 18% increase in purchase intent and a 12% rise in brand favourability compared to consumers who were only exposed to TV advertising. The research shows that “online video advertising can impact on a brand’s marketing objectives - particularly in key metrics such as purchasing intent and brand favourability”.

Online video advertising campaigns are not a mere extension of TV advertising but they can provide added value in terms of brand awareness.

I picked this up off Nic Brisbourne’s blog The Equity Kicker

New IAB data reported in the FT today has the UK internet advertising market at £2.8bn in 2007 up 38% on 2006. That is an incredible growth rate for a market this big. The other piece of data reported is that internet advertising now accounts for 15% of total advertising. That is well below the percentage of media consumed on the internet, which last I saw was at 30%+. Hence we can expect the market to continue to grow, and early signs are that internet advertising spend is standing up in the face of the current economic problems. This market is made all the more exciting for me by the fact that despite the growth we have real issues to sort out - with poorly monetising social media inventory and declining effectiveness of display advertising to name but two.

I agree with Nic, we have a market that is expanding rapidly and could accelerate if new formats and measurements are used.

Of course we at coull have a format that might be appropriate…

Irfon

Yesterday’s MediaPost Video Insider’s post “Video Advertising: A Performance Medium by Any Measure” focuses on the importance of performance in online video advertising. Video advertising performance is driven by three key factors: campaign execution, traffic quality and technology.

Producing  “creative creatives” drives campaign execution according to MediaPost.  “Advertiser-generated content represents the ultimate branding solution, wiping out the line between advertising and programming. Consumers love it, and advertisers who leverage the ‘lean-forward’ experience by adding interactivity or calls to action are clearly getting higher performance than from repurposed 30-second television commercials.“

“Advertisers should leverage the interactivity video formats can add to their creative. While television offers established ways to monitor performance, the measurement capabilities provided in the online world are even greater.”

We are on the right track then!

I found the latest research published on MediaPost very interesting, it is backed up by our own statistics around engagement.  In essence the research finds that online video advertising is at least as good as TV in building brands.

“The takeaway is that nothing is lost and much can be gained. There is no downside in terms of bringing a brand-building message,” Marianne Foley, senior vice president-strategic initiatives at Harris Interactive said referring to the impact of running TV commercials online.

The study found that the commercials performed equally in all the major attributes on each of those platforms, but that embedded video ads might actually perform slightly better in terms of their ability to influence “purchase intent.”

Maybe this is why we have seen a huge spike in activity over the last few months. Long may it continue..

Irfon

We have been working with Lycos and Carat on a new Renault laguna campaign. This has been covered here by Marketing Week. I’ll let you know the results as soon as I am able to post them.

Irfon

I’ve just been reading Liz Gannes on newteevee

It staggers me that videoegg take on $32m in investment then decide that the market for UGC video advertising is not as large as they were forecasting. I bet that pleased the VC’s!

Consumers are increasingly controlling their media experiences; online, consumers are even less passive, using search engines to find information, creating and uploading content and stop advertising that annoys them. Combining the Internet’s ability to allow consumers to control their online experience with the engaging and immersive experience of interactive video where users are able to interact and engage with objects within videos, the Boots online advertising campaign proved successful. 

Results from the Boots campaign trial showed that around 30% of the viewers interacted with the various products in the video ad and it was played five times more often than the average non auto play banner ad.