• by Mark Walsh  @markfwal, October 26, 2011

To help demonstrate RTB isn’t all about direct response advertising, video ad platform TubeMogul recently ran brand surveys on five video advertising campaigns totaling 44.7 million impressions and 4,487 random survey-takers. Four of the five brands are from Fortune 500 companies, and the list reflects the automotive, consumer packaged good (CPG), insurance and restaurant industries.

Once exposed to a pre-roll ad, respondents were re-targeted with in-banner surveys within 30 days and not given any direct incentives to answer. To calculate brand lift, a control group was asked the same set of questions and the raw difference between the percent of viewers responding positively was averaged across campaigns.

No third-party audience segment data was used; campaigns only leveraged contextual targeting. Based on the survey data, marketers had an average lift of 4.3% in brand awareness and 11.6% in purchase intent. Brand favorability increased 9.3%.

TubeMogul argues that success in online exchanges is too often measured by clicks, which makes sense for DR campaigns, but not necessarily when it comes to goals like raising brand awareness. The study notes that click often peak with the first viewing of an ad, while purchase consideration and intent metrics tend to rise by the number of times someone sees and ad.

Of course, a lack of frequency-capping, not an unknown phenomenon online, also leads to viewer annoyance, which in turn leads to a negative association with a brand. Which isn’t what the advertiser wants, either.