AdWeek: Do TV Spots Work in Web Video? The answer is yes, but online-specific creative also has its place A common knock on the Web video industry is that it needs to move beyond repurposed TV spots, often shown as pre-rolls before content begins. But new research from Dynamic Logic finds that such units perform just as well as video ads created specifically for the medium when it comes to several brand attributes. In fact, repurposed TV ads aided brand awareness at identical levels as made-for-Web spots. In ad awareness and message association, TV spots outranked Web originals. The story takes a turn when it comes to brand metrics lower in the purchase funnel. Original Web video ads solidly outscored repurposed TV spots in brand favorability and purchase intent/consideration. "It was my thesis [that] made-for-Web [ads] will be more effective than [repurposed] TV ads," said Chris Bian, research analyst with Dynamic Logic's custom-solutions team. "In the end, I found it wasn't necessarily the case that repurposed was inferior. Each had their own place.
Budweiser To Give Away Beer To Young Folks Who May Never Have Tried It USA Today Bruce Horovitz reports that Budweiser is announcing today a national free-sample effort that kicks off in trendy establishments next Monday in an effort to entice the elusive -- at least to it -- under-30 imbiber. The campaign carries the slogan "Grab Some Buds." The big day in the campaign, Sept. 29, will feature "Budweiser National Happy Hour." Free samples -- ranging from 6 to 12 ounces depending on local laws -- will be available to anyone over 21. Bud expects to give away 500,000 samples through October and is partnering with Facebook to give a brew to folks turning upwards of 22 (and presumably downwards of something else on that side of decrepitude). Bud's unit sales were down 9% last year and about the same this year, says Beverage Marketing Corp., and loyalty has been ebbing for seven years, according to Brand Keys. "Brands can come back," asserts A-B president Dave Peacock. "Consumers have a high awareness of the brand, but some haven't tried it in a long time."
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