• March 12, 2004

Last week, the results were announced from the first phase of an independent study conducted by Dynamic Logic looking at the recently introduced Video Commercial® from Unicast. Consumer response to specific Video Commercial format attributes was positive, with only 28 percent of consumers finding the Video Commercial annoying--a significantly smaller percentage than those annoyed by Television commercials (38 percent) and pop-up advertising (78 percent).

Dynamic Logic measured consumer response by asking those who saw a Video Commercial questions on four critical brand metrics: Brand Awareness, Message Association, Brand Favorability, and Purchase Intent. The study shows that the Video Commercial campaigns lifted Brand Awareness by 54 percent, Message Association or Key Message Communication by 144 percent, Advertisers' Brand Favorability (consumer preference) by 40 percent, and Purchase Intent by 47 percent. Only 11 percent disagreed with the statement, 'I felt like I was watching a Television commercial,' and only 12 percent disagreed with the statement 'sound made the ad more enjoyable.'