30s Beat 15s In Online Video Advertising StudyA recent study by the Online Publishers Association (OPA), looking at the key factors driving video advertising success, used a variety of ads featuring everything from consumer packaged goods and financial services to airlines and pharmaceuticals, and four ad attributes, testing 96 combinations for how they impact key advertising and brand metrics.
Pam Horan, OPA president, said "With online video firmly entrenched in the mainstream, marketers need to understand what works for driving key advertising metrics. (this study) identifies the most important factors, from ad length to the impact of adjacent content, that can improve video advertising effectiveness... the study is an important step in laying down concrete, high impact techniques for marketers."
The four ad attributes tested were: duration (15 v. 30 sec.); placement (pre-roll and post-roll); companion ad (with/without); and, advertising type (original online v. repurposed TV).
Several of the key findings include:
The study found that online video advertising leads to concrete results. Of the 80% of viewers that have watched a video ad online, 52% have taken some sort of action. Importantly, visitors to media sites (magazine, newspaper, cable, broadcast and pure-play) demonstrated they were more inclined to take action upon viewing a video ad than visitors to portals and user generated content sites.
Viewer Behavior on Seeing Online Video Ad (% of respondents, April-May 2007)
Checked Company web site
Looked for more information
Searched for info about product
Clicked on adjacent banner ad
Talked to friends/family about product
Gone to store to check product
Requested product information
Forwarded video ad
Signed up for trial
Called toll-free number
Source: Online Publishers Association and OTX, June 2007
Of consumers who made a purchase in the last month, 48% said the Internet drove initial awareness, 57% said they learned more using the Internet, 55% used the Internet to decide where to buy, and 56% made the final purchase decision using the Internet.
Horan concluded, "As consumers work their way through the purchase process, the Internet is far and away the most important media they use... "
Details of the Frames of Reference study are being presented on the OPA's annual, eight-city Eyes on the Internet Tour. A copy of the final report will be posted on the OPA website (www.online-publishers.org) at the end of the Tour
For more details included in this preliminary release, please visit here.