Stop gambling on online video advertising

Ad industry surveys are all revealing a shift from TV to online video ads, but businesses who give up their traditional TV spots in favour of the new online media are taking a risky gamble with their adspend, unless they look before they leap.

This dire warning comes from Anthony Rushton, Emmy-award winning online video advertising specialist and co-founder of Telemetry, the “one-of-a-kind” company which audits online video advertising.

Mr Rushton said that many advertisers were being seduced away from traditional TV by the oft-reported across-the-board superior performance of online video ads.

“Research has shown, for example, that online video ads have 65% general recall, compared to 46% for TV ads; likewise online video ads offer a brand recall level of 50%, compared to 28% for TV, and so on,” said Mr Rushton.

Mr Rushton said he was not disputing the fact that online video advertising was, in the majority of cases, a worthy investment, but suggested that advertisers and their agencies needed to take precautions before diverting hefty portions of their budgets into cyberspace.

“What it boils down to is simply the fact that if you make the leap from TV to online advertising you need reliable information from an independent data source on how the campaign is performing – in other words, are you getting as good a ROI as you did with the TV advertising,” said Mr Rushton.

Telemetry – a British company with an international client base (including the world’s biggest advertiser, Reckitt Benckiser) – is revolutionizing the online video ad sector by providing a full service: preparing, delivering and independently verifying online video advertising campaigns.

“Our reporting tool, Telemetry Gateway, enables advertisers and their agencies to analyse the real time fiscal, positional and executional ramifications of international online video buys,” he said.

“No-one should risk taking the leap from TV to online without taking a dose of Telemetry truth serum to be assured of total transparency in ad performance data.”