Internet Video Advertising Rivals TV For Impact

Video advertising on the internet can deliver the same impact as television advertising, according to new research from Millward Brown.

The study was conducted for Pfizer Healthcare in America, studying online video adverts it ran through the MSN website. The adverts ran during news, sports and entertainment content on MSN Video, with Millward Brown assessing whether impact scores were good, average or poor.

According to Millward Brown, the advertisements streamed via the internet were just as effective as more traditional television advertising in creating brand interest amongst consumers, and in conveying memorable message messages and slogans. The research also found that there was no distinction between the two mediums when it came to conveying distinctive messages and influencing opinions.

The research resulted in Pfizer announcing that it is to use more broadband content in its media mix, and that it has scheduled adverts using MSN Video to run throughout the year.

Commenting on the findings, Kaki Hinton, vice-president of advertising services for Pfizer said: “This study was the catalyst for us to enter the broadband arena as an innovative, new way to connect with consumers.”

The findings will give some comfort to advertisers in Britain, with recent research showing that the increased adoption of broadband has led to a lessening of effectiveness for traditional TV advertising (see Internet Usage Eroding TV Ad Effectiveness).

Millward Brown: 020 7203 2950 www.millwardbrown.com

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