Here are some of the study's findings:
- In-stream video largely outperforms in-banner video and almost all other media.
- Synchronizing your creative online and offline will maximize reach.
- Increased frequency doesn't always mean increased purchase intent.
- When repurposing, it is essential to replicate the TV audience through demo targeting.
- Interactivity enhances brand performance. Interactive elements can be added to TV creative repurposed online.
- Short-form creative (15-second spot) is more memorable, but long-form creative (30-second spot) is better for awareness. You can change the perception of brand in 30 seconds.
If you are repurposing a TV spot online, there is another step you should remember. While you often don't see branding imagery throughout a piece of TV creative, when you repurpose this material online there is a great opportunity to enhance visual branding. Hockersmith says, "Put branding imagery on every frame!" This could be as simple as inserting the logo in the right hand corner of the frame. Even this small detail makes a big difference when you transfer creative from TV to online.
Ultimately, if you have made the choice to repurpose, the key considerations you should be thinking about are what to keep, what to cut, and what to add. Don't simply copy and paste creative to a new medium without first thinking through what changes are appropriate.
"Flat LCD TV-Liquid Crystal Display with recyclable symbol" image via Shutterstock.