Repurposed TV ads perform as well as Made-for-Web ads

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Laptop & TVeMarketer reports on the Dynamic Logic research that questioned if made-for-web ads perform better than repurposed TV ads. The answer is yes and no.

It showed the following two results:

* Online ad awareness got a bigger lift from repurposedvideo ads than made-for-web video.
* Purchase intent was higher for made-for-web ads among those ages 18 to 34 but flat among the older age groups.


A comparison was made between made-for-web video ads and repurposed TV commercials in several industries.

Results for repurposed TV ads:


The highest completion rates (percentage of viewers who watched entire ads) were from retail outlets (60%). For made-for-web creative completion rates were 37% from retail outlets.


Results for made-for-web video ads:

The highest completion rates for made-for-web video were in the food and beverage industry, at 58%.
For repurposed TV ads completion rates were around 40% completion rates in the same industry.


The results indicate that quality, relevance for viewers and the type of product in the advertisements are more important than the origin of the ad. Relevancy is an important topic where content and context are much more tuned in with each other to decrease irrelevancy, as analysed in a previous article. The type of product is an extension of this, where content, context, intention and buying modus of the viewer should match as good as possible.

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