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Direct Response Marketing

Ad Execs: TV Impressions More Important than Online

30 Oct, 2013 By: Doug McPherson


NEW YORK – A new survey from placemedia shows 89 percent of U.S. ad execs say TV video impressions are more important than online video impressions, and that video ads on cable television and online help small businesses look as big as national brands.

About the same percentage say there are benefits in better targeting in TV advertising, including:

  • Better delivery of a message that relates to their viewers' interests (57 percent)
  • More effective use of advertising resources (42 percent)
  • Better use of advertising dollars (42 percent)
  • Increased return on investment (38 percent)
  • Less tune-out from consumers (29 percent)
  • Better delivery of desired goods directly to the consumer (27 percent)
  • More efficient campaign development (21 percent)

When measuring the impact of TV and online video among consumers, 69 percent of the respondents said TV video impressions are more valuable than online video impressions when you need many people to see it, and 27 percent say when they want to create anticipation for an event. Nearly a quarter say TV impressions are more important when they want to show they have arrived, 22 percent to build excitement, 19 percent when they want to make sure the entire video has been watched, and 13 percent when they need an immediate response. 

In the world of small business, 95 percent believed video ads on cable or broadcast TV are highly effective, with 66 percent of the respondents saying it introduces product to people in the surrounding area. About a quarter said they show that the company has arrived, and only 5 percent said that video advertising on cable or television is not helpful to small businesses.

Respondents said the reasons small businesses don’t buy ads in broadcast or cable include:

  • Cost (89 percent)
  • Videos are too difficult to produce (42 percent)
  • Complexity (22 percent)
  • Other forms of advertising are better (16 percent)
  • Don't know who to contact (15 percent)

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