This document summarizes the findings of Nielsen's study on online video and TV advertising. Some key findings include:
- Shifting 15% of TV ad budgets to digital media resulted in an average 4.2% increase in reach across various advertiser categories. For CPG advertisers specifically, reach increased 3.4% on average.
- A significant portion of the incremental reach came from audiences that were exposed to ads on both TV and digital platforms, suggesting cross-platform exposure can be effective.
- Online video ads, especially in full episode players, scored higher on brand recall, message recall, and likeability compared to TV ads. Prior exposure to online ads also improved the impact of subsequent TV ads.