Custom Online Video Drives Higher Brand Awareness, Dynamic Logic Study Finds

Which works better: Repurposed TV ads or ads developed specifically for the Web?

Well, repurposed TV spots result in higher brand awareness metrics, but video content produced specifically for the online space is far more likely to influence purchase decisions, according to new research from Dynamic Logic.

The trend is particularly apparent among females and younger age groups, the Web research group finds. Among 18- to-34-year-olds who saw an ad with custom creative, for example, 2.8% were influenced to make a purchase decision, compared to 1.1% for repurposed TV ads.

"As marketers continue to embrace the fact that the online environment is different from TV, it is more important than ever to copy test ads to determine which creative will generate the biggest impact online," says Chris Bian from Dynamic Logic's custom solutions team.

"Whether the content is repurposed or original, online video is still the most effective online format when it comes to increasing consumers' likelihood to purchase."

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In addition, sites that typically contain video content -- including entertainment and news -- have the potential to be leveraged as even stronger branding tools when customized video is produced for their online audiences.

In terms of persuasion, Dynamic Logic found that custom online video impacts a higher number of people after a single exposure, while repurposed TV ads are more effective after at least four exposures. Meanwhile, due to the original nature of the content, custom Web video typically engages consumers the most upon first exposure.

"Cost and reach are common issues when it comes to determining the right online video content," Bian added.

"While there is much to consider in terms of return on investment, this research solidifies what many marketers have suspected but shied away from: producing quality branded content has the ability to develop a more intimate relationship with consumers and is proven to be more effective than repurposing TV ads online."

5 comments about "Custom Online Video Drives Higher Brand Awareness, Dynamic Logic Study Finds".
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  1. Walter Sabo from HitViews, September 21, 2010 at 7:33 a.m.

    HITVIEWS discovered the impact of custom internet videos three years ago for top brands. Clients who work with us include Microsoft, Logitech, CBS, MTV and many others. We are able to demonstrate 6.5 percent click through rates and move product off the shelf.

    Walter Sabo
    CEO
    www.hitviews.com

  2. Karl House from DECA, September 21, 2010 at 10:12 a.m.

    Great article. DECA's been helping marketers reach consumers through original online video for more than 3 years now. Here are some examples of custom pre-rolls we've created for our partners. http://blip.tv/file/get/Deca-PreRollDEMOs613.mp4

  3. Heather Wirtz from Mudd Advertising, September 21, 2010 at 10:32 a.m.

    This is a great article. I am so glad discussion has begun about utilizing online video to engage your audience. My company has been studying and perfecting the art/science through Hypercasting. We blend traditional and non-traditional media drivers strategically to the Hypercast video site with a specific call to action. We then have every angle of tracking available, from when they stopped the video, or replayed it, and pinpoint exact leads.Our goal is to give the most educated and accurate ROI possible. We've found that with our method, click through rates and response rates double and even triple that of standard rates. It's amazing. One campaign we did for a Nashville star exceeded expectations with a 200% increase in fans! The right audience, the right message and the right time. I love being in this business! Watching clients succeed is so rewarding. Thanks Gavin. We're on the same page.

  4. Jonathan Mirow from BroadbandVideo, Inc., September 21, 2010 at 1 p.m.

    Damn if this isn't the largest list of shamelss self-promotion I've ever seen! Well, if these guys can do it - so can I! BroadbandVideo, Inc. has been producing custom online video before most of these people even knew what online video was. We created the first User Generated Content site (1999), we video-enabled the Denver Newspaper Agency in 2003-04 and by 2005 we were creating all the online video ads for Dex Media. Now we're working on a live webcasting model that has a potential reach unlike anything you've ever seen. Did I mention we won an Emmy in 2009? You know where to find us...

  5. Pooky Amsterdam from PookyMedia, September 21, 2010 at 3:57 p.m.

    Video enables both a longer and a stronger message, this article is reporting responsibly. Thank you -
    Highly targeted advertising is what PookyMedia is all about through the use of a very attractive and cost-effective animation engine.
    http://www.youtube.com/watch?v=QdoTZxkq0Wg Just released - very retro hip & cool little commercial, 1:45 in length.

    Pooky Amsterdam
    @pookymedia

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