Several studies have been released lately comparing the benefits and metrics of TV ads, both local and national, to online video. TVviewerPlacemedia, launched by Viamedia, aims to help national brands place ads through an automated exchange and has released its own take on TV marketing.  The firm’s survey of advertising executives reveals that these professionals believe in the power of TV, especially when ads are optimally positioned at the right audience.

When a TV ads is properly targeted, the benefits of the format are:

  • Better delivery of a message that viewers are interested in 57%
  • Effective use of ad money 42%
  • Improved return on investment 38%
  • Less consumer tune-out 29%
  • More efficient campaign development 21%

Ad execs also note that TV outperforms online video in terms of reaching a wider audience (69%) and building anticipation for an event (27%). They also say small businesses can look as big as national companies (47%) and increase call to action (36%). But SMBs face obstacles in getting ads onto TV, broadcast or cable. The chief issue is cost (89%) following by production difficulty (42%) and complexity (22%).

For the most part, ad execs believe that TV remains the primary screen for reaching and influencing large audiences. Most video viewing is done on the big screen, especially for long forms of entertainment. Online video still serves as a ‘complement to TV…not a threat.’ With cost and complexity being top issues for SMBs who wants to get their message on TV, placemedia’s Edge is a tool designed to allow users to purchase ad space and reach specific TV audiences with ease.

Do you think this kind of tool will make a difference in helping marketers buy TV ad space?