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Undertone Study Uncovers Key Drivers of Effective Online Video AdvertisingDec 11, 2012 (Close-Up Media via COMTEX) -- Undertone, which creates digital advertising solutions for brands, unveiled research into online video advertising that reveals the impact that an ad's playback method and the quality of the site it appears on have with viewers' overall reactions. According to a release, the study was conducted in partnership with IPG Media Lab and utilized eye tracking, facial coding and panel surveys to measure reactions to video advertising. The research found that site quality plays a significant role in driving both purchase intent and consumer satisfaction, demonstrating the "halo effect" that exists for brands that run video ads on high-quality sites. Website quality emerged as the element that had the highest single contribution to purchase intent above player size, player placement and the playback method of the ad (auto-play vs. click-to-play). The study also reveals the impact that different playback methods have on an ad's efficacy. Auto-play ad units can create higher awareness than click-to-play ads, but elicit a more negative emotional reaction from viewers. Meanwhile, click-to-play ads elicit more positive emotional reactions and drive higher engagement rates as well as greater intent to purchase. "This study highlights that buyers can leverage different kinds of video advertising to achieve different goals as part of a holistic video strategy," said Jared Skolnick, VP of Product Marketing at Undertone. "One of the key findings to emerge from the study is the central role high-quality websites play in driving successful video advertising campaigns." Undertone noted that other findings in its research include: -Site quality plays a significant role in driving consumer satisfaction, with nearly 50 percent of video satisfaction rates stemming from site quality. -Eye tracking data revealed that viewers of click-to-play video ads were more engaged and more likely to browse new content than viewers of auto-play ads, and had higher overall satisfaction with the videos. -Larger video players evoke higher levels of brand awareness among consumers and can mitigate the negative effects often associated with auto-play ads. -The position of the video unit on the page - center of the page vs. side-rail - has little meaningful impact on an ad's efficacy. More information: www.undertone.com/downloads/white-papers www.undertone.com ((Comments on this story may be sent to [email protected])) |