New research finds online video advertising increases site visits
New UK focused research has found that video and display advertising are effective at “driving significant uplift in site visitation and advertiser search queries, even in the face of minimal clicks on ads”.
The comScore research, commissioned by Fox Networks, was compiled examining four campaigns conducted in 2009 across the travel, finance, government and utilities sectors, using various combinations of video and display formats, and delivered a total of 300 million impressions to UK internet users.
The average uplift across the campaigns saw site visitation increase by more than a factor of seven over a four week period following exposure to an ad, with consumers three times more likely to conduct search queries using brand or relevant generic terms in the same time period.
Looking at video and display side by side, consumers exposed to video advertising were 28% more likely to visit the brand site and nearly twice as likely to conduct a trademark search.
Video was also able to generate a more immediate impact in the first five exposures than display ads in terms of increases in site visitation and search queries; however, behavioural response for those exposed to display climbed steadily as the number of ad impressions increased.
Gian Fulgoni, chairman of comScore, said: “As the online industry seeks to increase its share of branding advertising budgets, it’s more important than ever to prove the value of display and video ad formats.
“This research and our recent Whither the Click study for Europe are helping marketers understand that the internet is indeed a powerful branding medium and how vital it is to measure campaign effectiveness using the appropriate behavioural metrics rather than just the click.”
At the start of the year, Enders Analysis predicted a 6.9% increase for UK internet advertising this year, with newspapers, magazines and television all expected to experience downturns.