Viewability matters when it comes to digital advertising -- if ads are more likely to be seen, they are more likely to be effective -- but what is the relationship between viewability and certain branding metrics such as purchase intent, message recall and product awareness?
According to TubeMogul, a programmatic video ad platform, serving ads on sites with higher viewability rates can nearly double purchase intent -- and boost message recall and product awareness as well. TubeMogul’s research comes from over one million streamed video ads.
TubeMogul divided the sites the ads were viewed on into two categories: one half with better viewability rates and one half with worse.
For the top half of sites with better viewability, purchase intent was 10.4%, compared to 5.6% for the bottom half. Message recall was 7% on the sites with better viewability rates, and just 1.5% on sites without (a 366% difference). Similarly, product awareness was 1.9% for the top half of sites and 0.2% for the bottom half (850% difference).
TubeMogul used its own viewability measurement tech to rate the viewability and its BrandSights tool (for brand measurement surveys) to chart the brand metrics.
“Video’s inherent purpose is to drive upper-funnel activity, which is why viewability is so crucial to the medium,” TubeMogul wrote in a post to go along with the research. “If a marketer’s goal is focused around increasing lift in one of these three areas, viewability should definitely be one of the primary KPIs.”