Google study finds online ads to be as effective as television.
A recent study commissioned by Google and conducted by Harris Interactive has found online media to be just as effective as traditional 30-second television spots for brand-building efforts.
Google tested the impact of running 30-second commercials from three major packaged goods categories - beverages, salty snacks, and skin care - on three different video platforms: conventional television, YouTube, and embedded in online content.The study found that the commercials performed equally in all the major attributes on each of those platforms, but that embedded video ads might actually perform slightly better in terms of their ability to influence "purchase intent."
