Video Ads, Brand Sales Enhanced By Visual Special Effects
Ever wondered whether visual special effects (VFX) were only good for gussying up agency work? Such effects could be better at achieving certain campaign goals, according to new research from VFX provider GenArts.
According to GenArts, high-quality VFX engage audiences, improve quality perception, and increase viewers’ likelihood to purchase.
Specifically, VFX were shown to drive a 13% increase in downloading a coupon, a 9% lower abandonment rate, and an increase in purchase intent of up to 12%.
As online video advertising expands, GenArts also believes that VFX will be necessary for brands to stand out.
“Video usage is expanding across all media, and it’s growing more difficult for advertisers to meaningfully attract their target audience,” says Katherine Hays, CEO of GenArts. “Advertisers are challenged to make their ads as effective as possible, but it’s not always clear which tools enable you to do that.”
GenArts used videos featuring sports lifestyle company Puma to verify the impact that visual effects have on the overall effectiveness of video promotions.
The resulting case study tested two versions of the same Puma sneaker promotion -- one treated with visual effects and one without. The effect-treated video outperformed the untreated constant and demonstrated significant increases in engagement metrics across the board.
The effect-treated video registered a 9% to 12% increase in purchase intent; a 10% increase in brand preference; a 9% increase in brand credibility; a 9% increase in time spent watching the video; a 9% increase in likeliness to watch the video again; a 9% decrease in likeliness to stop watching the video before its end; and up to a 13% increase in likeliness to download a coupon.
“We’ve found visual effects to be an effective way to make videos of all types perform better and to help cut through in a cluttered marketplace,” said Antonio Bertone, CMO of Puma.
While still small compared to TV money, ad-supported online video is on fire. In October alone, Americans viewed 7.5 billion video ads, according to recent data from comScore Video Metrix.
Recent Online Media Daily Articles
-
Yahoo To Buy Tumblr For $1.1 Billion May 19, 7:26 p.m.
The Yahoo board has agreed to acquire popular blogging site Tumblr for $1.1 billion in cash, ... -
Weather.com Develops Real-Time Data Ad Targeting May 17, 5:12 p.m.
Weather.com has begun using audience segmentation data from Lotame to develop real-time ad targeting services based ... -
MetroPCS Drops Challenge To Neutrality Rules May 17, 4:44 p.m.
T-Mobile's newly acquired MetroPCS withdrew its challenge to the Federal Communications Commission's net neutrality rules on ... -
'Geo-Conquesting' Drives Higher Mobile Click Rates May 17, 3:56 p.m.
The practice of conquesting -- running advertising for a brand or product near editorial content about ... -
Cox-Backed, Skyword Raises $6.7 Million To Enhance Content Creation May 17, 3:34 p.m.
Internet services and utilities will rely more on content as the industry matures. Shereta Williams, vice ... -
Ford, Jeep, Chevy Top Digital Auto Brands May 17, 1:09 p.m.
On the digital proving track, Detroit is beating out the competition. Ford, Jeep and Chevrolet were ... -
Choosing Sides: VivaKi Backs comScore; ABC Throws In With Nielsen May 17, 9:52 a.m.
In a battle to control the future of the ad industry’s currency, Nielsen and comScore each ... -
Yahoo Adds Tweets To News Feed May 16, 6:18 p.m.
Yahoo will incorporate selected tweets into the news feed on its redesigned home page through a ... -
Mozilla Puts Cookie-Blocking On Hold May 16, 6:16 p.m.
Mozilla is putting the brakes on plans to block third-party cookies by default in the upcoming ... -
Mobile Ad Results In Line With Rich Media May 16, 5:39 p.m.
Mobile display ads perform roughly on par with rich media ads in terms of click-through and ...
Be the first to comment on "Video Ads, Brand Sales Enhanced By Visual Special Effects"
Leave a Comment