(image source: Techcrunch)Accoring to a research conducted by Dynamic Logic, reported at Adweek.com, that TV spots perform just as well as video ads created specifically for the medium when it comes to several brand attributes.
"It was my thesis [that] made-for-Web [ads] will be more effective than [repurposed] TV ads," said Chris Bian, research analyst with Dynamic Logic's custom-solutions team. "In the end, I found it wasn't necessarily the case that repurposed was inferior. Each had their own place."
Dynamic Logic found that repurposed TV, often done as the cheapest way of running online video campaigns, works well when tactics mimic the wide-audience approach of TV. Original video works better, Bian said, when the Web's targeting capabilities are put to full use.
Dynamic Logic culled the findings from 59 campaigns and 75,000 respondents for repurposed efforts and 135 campaigns and 150,000 respondents for the made-for-Web content. It examined online video shown in streams and in banners.
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