Video Ads Are Most Successful Online Ad Format

Video adverts are the most successful online advertising format in generating online advertising awareness, according to research from Dynamic Logic’s MarketNorms database.

The research also shows that formats should be shorter and with sequential creative treatments for maximum impact. The chart below compares deltas, or point differences, between those who saw the ads and those who did not, for video ads and overall norms.

The results show that video advertising yields relatively higher increases in all of the below metrics, including both persuasion metrics, brand favourability and purchase intent.

“As broadband becomes more prominent, video content – both mainstream as well as user-generated – is beginning to proliferate. With increased video content, video advertising is not far behind,” said Suzanne Moorey-Denham, managing director (Europe), Dynamic Logic. “Marketers and online publishers alike need to understand the best way to use video advertising assets online. Can one simply repurpose TV ads?

“Our research, based on 101 video ad campaigns, shows that online video ads are the most noticed online ad format, generating an average increase in online ad awareness of 18 percentage points – 10.1 points above the norm.

“Clearly, the early indicators are that video works, and it works well. But it is still early in the emergence of online video, and it is not unreasonable to expect these numbers to shift as video creative is developed to take advantage of the various online formats and length requirements. Research can help advertisers understand how to maximise this impact and to ensure that video creative is not only noticeable, but also persuasive.”

Dynamic Logic: 020 7152 4004 www.dynamiclogic.com