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Platforms skirmish on video advertising recall and impact: BVOD versus Facebook versus YouTube versus web numbers in
By Paul McIntyre, published Mi-3.com.au
The latest round of research comparing ad memorability and impact between Facebook, YouTube, Broadcaster Video on Demand (BVOD) and run-of-internet video ads has seen Facebook and the web trounced by a tussle between broadcasters and Google.
The underpinnings of research out this week from industry group ThinkPremiumDigital on advertising impact comparisons between rival digital media channels is that marketers largely treat all online platforms as equal for advertising impact but do the opposite in other media, from TV shows to AM versus FM radio networks and out-of-home formats and locations.
Critics says it’s a howling blind spot for an industry that doesn’t move without data, measurement and metrics.
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