Wednesday, May 23, 2007

TV Still Better Than YouTube for Advertisers

A new survey by comScore says adults under 35 pay more attention to TV ads then web ads on user generated content sites (85 to 28 percent). Part of this differential is likely because TV ads are interactive and online advertising on video sites is still mostly static.

Many video sites have been afraid to use pre-roll ads because of the potential to turn off viewers, but that thinking is slowly changing. Younger audiences need interactivity, and they will learn to accept these ads as long as they are for products that interest them, bringing us to another comScore data point.

Importantly, 18 – 34 year-olds are most receptive to advertising on UGC sites for “high-fun” product categories – such as Apparel, Music/ Movies/ Entertainment, Food & Beverage, and Consumer Electronics – and less receptive to advertising for these product categories on traditional media sites.

So interactive ads that sell them on music, clothes or films will work on YouTube. There is a great opportunity that has yet to be seized.

Posted By John Gartner at 10:15 AM
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