Live from OMMA Video Hollywood – A Look at the Numbers November 15, 2007
Posted by Mark Blei in : Uncategorized , trackbackKara Manatt, Research Director at Dynamic Logic, presents some topline findings about consumer attitudes towards online video ad formats.
Finally someone has released some data comparing the length of video content to the length of video advertising. Unfortunately, users aren’t very generous with their time. For a 10 minute clip, users are willing to accept 14.7 seconds of advertising. While they understand the new value exchange, advertisers still have a lot of work to do in order to create shorter form video ads. When the data excluded people who will not accept ads at all, the acceptable length of the ad nearly doubles.
Users also prefer a :30 second pre-roll rather than splitting up the ad into 2 :15 units. Thats good news for advertisers who have a longer timeframe to tell their story and keep a continuous message.
Dynamic Logic also looked at branding metrics in addition to user attitudes. Across the board, video advertising showed significant lift, with the largest increases in online ad awareness, message association and aided brand awareness. Brand favorability only showed a .2% lift over other marketnorms. However, all of this lift may be short lived. looking at rich media market norms, the current impact on branding is far less than it was when rich media was first introduced to the market.
Exploring best practices, having an interactive experience with the brand is one of they keys to success. Companion banners extend the branding opportunity beyond the video impression. Keeping the content consistent with other marketing efforts also is beneficial. When we first introduced pre-roll at one of my previous jobs, we stressed this with the message “Online, Offline, In Line.” Still holds true.
Overall, online video advertising continues to outperform other online advertising formats. Thats good stuff.
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