Study: Online Ads Are Just as Effective as TV Commercials

One of the reasons given for old media's financial challenges is that ads on the Web pay a tiny fraction of what they would on television or in print. But according to a new survey from the folks at Lab 42, online advertisements are as just as effective as TV commercials and much more likely to encourage a purchase than print ads.

Most respondents in the survey said they have clicked on an ad (on purpose!), and half said they can still recall what the ad was for. Only a fifth said they have never clicked on a banner ad (e.g.: the rectangular advertisements that appear toward the top of your browser on a web page) or an in-app advertisement (i.e.: the same thing, but on your phone). Equally encouraging for TV advertisers, 70 percent of DVR owners said they didn't fast-forward through ads in shows they saved to watch later ... mostly because they were too lazy to press the button.

Here are more findings, presented in a handy infographic.

Advertising Apptitude.jpg

Presented by

Derek Thompson is a senior editor at The Atlantic, where he writes about economics, labor markets, and the entertainment business.

Why Principals Matter

Nadia Lopez didn't think anybody cared about her middle school. Then Humans of New York told her story to the Internet—and everything changed.

Join the Discussion

After you comment, click Post. If you’re not already logged in you will be asked to log in or register with Disqus.

Please note that The Atlantic's account system is separate from our commenting system. To log in or register with The Atlantic, use the Sign In button at the top of every page.

blog comments powered by Disqus

Video

A History of Contraception

In the 16th century, men used linen condoms laced shut with ribbons.

Video

'A Music That Has No End'

In Spain, a flamenco guitarist hustles to make a modest living.

Video

What Fifty Shades Left Out

A straightforward guide to BDSM

More in Business

Just In