Online Video Ads Powerful Despite Lower Exposure Rates
New research by Dynamic Logic has revealed that online advertising which employs audio and video can achieve a greater impact on Brand Awareness at a lower frequency exposure than other standard online formats.
According to the research firm’s MarketNorms database exposure to audio and video ads increases brand awareness by 10% points over the awareness level of those who were not exposed to any ads.
The company compared the impact of multimedia ads and standard formats on brand awareness at various frequency levels of exposure, discovering that, for 468X60 banners, using 10+ frequency exposures only achieved a 6-point gain in brand awareness; while for skyscrapers it took 6+ units to achieve an 8-point increase in awareness.
Large rectangles/squares come closest to matching the impact of 1 video unit with a frequency level of 3. Multimedia ads, however, were able to achieve a 10-point gain in brand awareness with a single frequency exposure.
Commenting on the findings, Alison Reay, pan-European and UK sales director at online heavyweight Yahoo! said: “The Internet advertising industry needs metrics to demonstrate how online can increase brand awareness, so it is great to see research like this that will enable media owners like Yahoo! to better advise customers on how they should be using online.”
She added: “To date, one of the challenges of video ads has been getting them to work for dial-up users as well as those with broadband. However, it is now possible to overcome this with video technology products such as Yahoo!’s adTV, that allows high definition video creative to be viewed with a standard dial-up connection.”
Previous research by Dynamic Logic had shown increased successes for interactive internet advertising in generating brand awareness and intention to purchase, claiming that executions such as radio buttons, sketchpads and rollover creatives generate a richer environment for consumers, which leads to a personal and more positive association with the brand (see Interactive Online Ads Outperform Traditional Methods).
Similarly, research conducted by Millward Brown last year revealed that video advertising on the internet can deliver the same impact as television advertising. According to the study, conducted in America, adverts ran during news, sports and entertainment content on MSN Video were just as effective as more traditional television advertising in creating brand interest amongst consumers, and in conveying memorable message messages and slogans (see Internet Video Advertising Rivals TV For Impact).
Dynamic Logic: 0207 152 4004 www.dynamiclogic.com
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