Ad executives prefer TV ads

The great majority of advertising executives continue to regard television advertising as being more effective than online video a new survey has said.

Placemedia, a self-service portal for TV advertisers, surveyed 264 advertising executives to provide insight, preferences and feedback on the subject of advertising. IT found that 89% of respondents thought television video impressions were more important than online video impressions.

A similar proportion (88%) said there were benefits in better targeting in television advertising. The most widely cited of these included better delivery of a message that related to their viewers' interests (57%), more effective use of advertising resources (42%) and better use of advertising dollars (42%).

Other benefits were the increased return on investment (38%), less tune-out from consumers (29%), better delivery of desired goods directly to the consumer (27%) and more efficient campaign development (21%).