One of the key results of the study, which was conducted by Gallup Mexico for Publicidad Virtual and involved major sponsors of televised professional soccer matches, showed that virtual ads generated a higher perception of brand importance than any other type of advertising including arena signage, logos on uniforms, advertisements on
fences or superimposed graphics on the screen. The results of the study were made available by Princeton Video Image (PVI) , the leader in virtual advertising for television.
Sixty per cent of those respondents, who remembered seeing virtual advertising, identified it as the type of advertising that they like most when compared to other types of advertising. Respondents also felt the virtual ads were modern, creative and innovative. They found virtual advertising to be appealing and not distracting; other types of advertising did not share these advantages.
?While eye-opening in themselves, these results are especially significant because, over the course of a telecast, TV audiences had much shorter exposure to virtual ads than other forms of arena media,? said Dennis Wilkinson PVI President and Chief Executive Officer. ?If I were an advertiser, it's something that would make me sit up and take notice.?
A new, independent study comparing the effect of virtual advertising and conventional arena advertising on viewers of televised sports reveals that TV audiences had better recall and greater brand recognition with virtual ads.
