Online Video Ads Bringing Results

Online Video Ads Bringing Results

JUNE 13, 2007
Does pre-roll equal pre-sold?

Online video ads are leading to sales, according to the Online Publishers Association (OPA) "Frames of Reference: Online Video Advertising, Content and Consumer Behavior" report, conducted in partnership with OTX.

Of the 80% of viewers who had watched an online video ad, just over half had taken some sort of action. Nearly a third had checked out a Web site, while 22% had searched for more information, 15% had gone into a store and 12% had actually made a purchase.

Reactions and Behaviors of US Online Video Viewers Who Have Seen an Online Video Advertisement, April-May 2007 (% of respondents)

Pam Horan of the OPA said, "With online video firmly entrenched in the mainstream, marketers need to understand what works for driving key advertising metrics."

PointRoll studied how online video advertising is relevant to brand marketers, and found that interactivity helps increase the time viewers spent with brands.

When the video ad included or was surrounded by some form of interactivity — such as buttons to click to find out more or forms to fill out to register — it tended to increase average brand interaction time.

In these data, which measured interaction with the company's proprietary ad elements, such as rollover panels, the time varied greatly by industry, from 4.42 seconds for finance to 14.81 seconds for entertainment for video alone.

US Online Video Advertising Average Brand Interaction Time with and without Interactivity using PointRoll Technology, by Industry, 2005 (seconds)

eMarketer Senior Analyst David Hallerman said, "This is the kind of data that each company needs to measure for its own brand and its own campaign.

"While useful as a starting point, average interaction rates or increases in branding metrics such as awareness or intent to buy depend significantly on the marketer's objectives, the stage in a brand's life (introduction or longtime, say), where the video runs (which Web sites and pages) and what format delivers the message.

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