Online pre-roll ads extend reach of TV campaigns

Online pre-roll advertising works alongside television campaigns to extend reach among those in broadband homes, according to new research.

The UK based research, conducted by Utarget.Fox and MediaCom, measured how online video extends the reach of television campaigns.

The pre-roll campaign, conducted with Mediacom’s technology advertisers, ran online from Nov 26-Dec 26 in tandem with the client’s TV campaign.

Fifty per cent of adults in broadband homes remembered seeing the ads online or on TV, with one in three only recalling the pre-roll ads online.

The study included BARB data showing that consumers with broadband aged 18 to 44 were underexposed to the TV campaign, which only achieved a 40% reach, compared to a 45% reach with those who did not have broadband.

Hernan Lopez, president of .FOX Networks and COO of FOX International Channels, said: “If you don’t sublimate your television campaign with online video, you will reach less people who have broadband.

“I’m not advocating taking money from television campaigns and allocating it to online, but brands can use traditional and online television synergistically.”