When repurposing TV spots for online video, a little interactive goes a long way, says Juan Lindstrom, Client Analyst at Millward Brown, in an interview with Beet.TV. Since web original video performs better in brand awareness, brand favorability and purchase intent, that's why repurposed spots need a boost, he says, citing research Millward conducted in partnership with online video advertising company YuMe.
"It's not always feasible to produce for online, so a lot of brands have repurposed TV spots, but have added interactive elements or visual enhancements...to improve the performance of repurposed TV spots," Lindstrom says. Brands benefit most by keeping repurposed spots short, cutting any secondary messaging, and including interactivity to improve audience engagement, he says.
For more insight into Millward's research in this area and the effectiveness of different types of creative, please check out this video interview. You can find a copy of the research report here.
This video produced by Beet.TV as part of series of sponsored videos from the YuMe Research Roadshow.
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