Is online advertising more effective than television?
Does anyone know the answer to this question?
My gut: Online advertising is more effective at certain things (i.e. driving actual purchase) while television advertising is typically more effective at other things (i.e. driving brand affinity).
Our hope is that online video offers a perfect hybrid of these two, and is ultimately evaluated on both scores. There’s a battle on right now, though, to measure online video as a direct response vehicle. That is, after all, the way most of the rest of the Internet is evaluated. It’s also exactly the wrong way to evaluate online video.
We’re trying to counteract this trend by supporting a new suite of measurement tools for online video that emphasize engagement, brand affinity, brand loyalty and purchase intent.
