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.