As pre-roll becomes a staple in digital media plans, we were curious how it stacks up against its predecessor: the TV spot. In our study, three groups of consumers were challenged to recall six advertisers. One group saw only a TV spot, another just a pre-roll spot and the last group saw both. At the end of the study, we found the groups who viewed pre-roll alone or with TV were able to recall the most.

December 2011