TMCnet News
'All Things Video' Research Sheds Light On How Consumers Feel About and Respond to Online Video AdvertisingNEW YORK --(Business Wire)-- May 23, 2005 -- Viewpoint (NASDAQ: VWPT): -- Research Tests Viewpoint's Unicast Video Formats to Simultaneously Measure and Compare the Impact of Pre-roll, In-page and Transitional Online Video Ads -- Viewpoint's Unicast Video Formats Performed Better, on Average, Than Dynamic Logic's Overall MarketNorms(R) and Video MarketNorms Viewpoint (NASDAQ: VWPT), a leading provider of innovative visual technologies on the web and desktop, today announced the results from research conducted in conjunction with its 'All Things Video' program. The phase 1 aggregate results, based on over 3800 respondents, from the eight-week period measured the effectiveness of various online video ad formats, as well as the most efficient ways for advertisers to invest their media budgets in these solutions. Consumer perception of each video unit's attributes was also measured. The online video formats tested were Viewpoint's Unicast Transitional, Unicast Pre-roll, and Unicast In-page banners. The research was conducted by renowned third-party market research firm, Dynamic Logic (www.dynamiclogic.com), and surveyed over 3,800 Web consumers in order to measure each format's impact on brand awareness, spokesperson/message association, brand favorability and purchase intent. 'All Things Video' Key Findings Viewpoint's "All Things Video" campaigns were up to three times more effective on average than Dynamic Logic's Overall MarketNorms(R). The results further provide initial insight to the industry that each online video advertising format has distinct advantages in helping advertisers fulfill their advertising objectives: -- Unicast Transitional video (video and interactive ads that are shown to consumers as they navigate between pages) is 20% more successful than the two other formats tested in affecting purchase intent, the measure of consumers' intent to purchase the advertised goods or services. -- Unicast Pre-roll video* (video that plays immediately before content) is the most effective of the three in increasing brand awareness and spokesperson/message association. -- Unicast In-page banners (video and interactive ads embedded within web pages that can expand) performed positively in raising spokesperson/message association and brand favorability, yet not as high as the other two formats. Source: Dynamic Logic AdIndex Results as of May 10, 2005, N=2, n=3,836 *Over 80% of respondents for Pre-roll results are from one campaign. The study also measured consumer preferences to help advertisers understand the receptiveness to various online video formats compared to each other and to Television: -- Annoyance Rates for all online video units tested is the lowest ever released at 26%, compared to a 57% annoyance rate for Television (Havas, MPG, Fall 2004) and a 78% annoyance rate for pop-up ads (Gartner G2). -- Concurrently, consumers said the quality of the video was the "best they had ever seen" and felt like they were watching a TV commercial. This finding and the "annoyance rate" results strongly suggest that while consumers liken online video ads to TV commercials, they are more accepting of TV-like ads when presented online. "As the industry experiences a surge in online video advertising spending, there needs to be an effective and quantifiable way for advertisers to select the perfect combination of advertising formats to accomplish their campaign objectives. Up until now, advertising buyers and sellers have essentially been driving without a license," said Jay Amato, Viewpoint's chief executive officer. "The All Things Video study is the first of its kind and proves that consumers are more receptive to online video advertising than ever before and, unlike television, online video offers advertisers a unique way to interact and connect with consumers. These findings prove to us that we as a company are offering the right powerful solutions for advertisers, at the right place and time." ABOUT VIEWPOINT The Viewpoint Platform is the technology behind some of the most innovative, visual experiences on the Web and on the desktop with leading clients such as America Online, General Electric, General Motors, Hewlett Packard, IBM, Lexus, Microsoft, Samsung, Scion, Sony and Toyota. The Unicast Online Advertising Suite - the Company's next-generation ad deployment and management system - and the Viewpoint Toolbar - the Vision for the Future of Search - are the latest breakthrough technologies using the full power of the Viewpoint Platform. More information on Viewpoint can be found at www.viewpoint.com. The company has 130 employees at its headquarters in New York City and in Chicago, San Francisco, and Los Angeles. ABOUT MarketNorms(R) Dynamic Logic's MarketNorms is a marketing effectiveness database. The results cited have not been adjusted for exposure frequency, demographics, ad size, websites, advertiser industry and other factors that may contribute to brand lift. These findings are aggregate in nature, reflect past results and are not a guarantee of future results for individual campaigns. This press release contains "forward-looking" statements as that term is defined in the Private Securities Litigation Reform Act of 1995 and similar expressions that reflect Viewpoint's current expectations about its future performance. These statements and expressions are subject to risks, uncertainties and other factors that could cause Viewpoint's actual performance to differ materially from those expressed in, or implied by, these statements and expressions. Such risks, uncertainties and factors include those described in the Company's filings and reports on file with the Securities and Exchange Commission. Viewpoint and Unicast are trademarks of Viewpoint Corporation. Copyright 2005 Viewpoint Corporation. All rights reserved. |
