research presentation: the brand element of online video advertising
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The Brand Element of Video AdvertisingA N N G R E E N , S R . PA R T N E R , C L I E N T S O L U T I O N S & I N N O VAT I O N
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Video Everywhere
Is All Video Just TV And Which Medium Is Most Economical at Reaching the Target Audience?
With significantly lower net investment, YouTube
reached 35% of target audience.
TV YouTube
Overlap between TV and YouTube reach
Efficiency Cost Per Percentage Point Indexed to TV. (Lower is better!)
56%
6%
29%
&
100
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Source: Cross Media Efficiency Study: Understanding efficiency of media channels in the 360° integrated campaign“Jun-Aug 2011
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Why is Video So Powerful As Part Of The Mix?
The Branding Impact of Online Video
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• 7,500+ online branding campaigns
• 10.6 million survey respondents
• 300,000+ creative executions
• Easily-accessible, user-friendly interface
• 100+ filters for granular insights
6
MarketNorms is aggregate data from Dynamic Logic’s AdIndex®, the industry standard for measuring the branding impact of digital campaigns.
World's largest digital advertising effectiveness database
MarketNorms®
The Hierarchy of Advertising Effects
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BRAND AWARENESSMeasures the level of familiarity respondents have with the brand
(aided and unaided)
MESSAGE ASSOCIATIONMeasures the extent to which respondents can match the
messages and/or concepts in the creative to the brand
BRAND FAVORABILITYMeasures the extent to which respondents have a
positive or favorable opinion of the brand
PURCHASE INTENT
Measures the likelihood of respondents to purchase the brand in the future
How do you measure where consumers are in the continuum?
First, consumers need to be aware of a brand
1:
Then they need to understand the value to them, or what the product is used for
2:
The consumer forms an opinion about the brand
3:
Finally, the consumer decides whether he or she is likely to purchase the brand
4:
AWAR
ENES
S
PERS
UASI
ON
Video Works Harder Than Other Digital Formats at Low Frequencies
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1.9*
4.8*
2.1*1.6* 1.5*1.5*
4.0*
2.2*
1.0* 1.1*1.0*
2.3*
1.2*0.6* 0.6*
Ad Format(Frequency = 1)
Online Video (overall)
Rich Media (no video)
Flash
Perc
ent I
mpa
cted
* Statistically significant difference between control and exposed group at a 90% confidence level
Source: Dynamic Logic’s MarketNorms®, Full dataset through Q2 2012, Frequency=1. Online Video N = 523, n= 554,680 respondents; Rich Media w/o video N = 2,622, n= 2,656,495 respondents; Flash N = 2,677, n= 2,869,070 respondents. Percent Impacted = Exposed - Control
Companion Banners Can Boost the Effectiveness of Video Ads
Source: MarketNorms, Full Dataset Q2/12; Video w/ Companion N= 38 campaigns, n= 49,226 respondents; Video w/ no Companion N=464 campaigns, n=513,005 respondentsPercent Impacted = Exposed – Control9
Aided B
rand A
ware...
Online A
d Aware
ness
Messa
ge Asso
ciation
Brand F
avora
bility
Purcha
se
Inten
t
2.9*
7.3*
3.8*2.3*
1.3*2.2*
4.4*
2.3* 1.7* 1.3*
In-stream vs. In-Banner
In-Stream In-Banner
Perc
ent I
mpa
cted
In-stream Video Formats are Typically More Effective Than In-banner Formats
Statistically significant difference between control and exposed group at a 90% confidence level
Source: Dynamic Logic’s MarketNorms®, Full dataset through Q2/2012; In-Stream Videos N= 47 campaigns, n= 60,842 respondents; In0Banner N= 447 campaigns, n= 478,655 respondents; Percent Impacted = Exposed - Control
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Interactivity Enhances Ad Breakthrough and Message Takeaway
* Statistically significant difference between control and exposed group at a 90% confidence level
Source: Dynamic Logic’s MarketNorms®, Last 3 Years, Q2/2012; Interactive N= 444 campaigns, n= 432,206 respondents; Non-interactive N= 309 campaigns, n= 309,935 respondents; Percent Impacted = Exposed – Control- Interaction Rate Source: YuMe Q3-4 2012 benchmark data.
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1.3*
3.0*
1.3*
0.5* 0.8*
1.4*
2.3*
1.0*0.4
0.7*
Interactivity
InteractiveNon-Interactive
Perc
ent I
mpa
cted
Interaction Rate
2.5%0.6%
InteractiveNon-interactive
Aided B
rand A
ware...
Online A
d Aware
ness
Messa
ge Asso
ciatio
n
Brand F
avora
bility
Purcha
se In
tent
2.3*
5.5*
2.8*
1.6* 1.4*
2.7*
5.1*4.4*
2.1*1.3*
Length
11-20 seconds21 - 30 seconds
Perc
ent I
mpa
cted
Short-form Videos Can Be More Memorable, But Long-form is Better for Message Communication
* Statistically significant difference between control and exposed group at a 90% confidence level
Source: Dynamic Logic’s MarketNorms®, Full dataset through Q2/2012; Video: A/V Length (11-20 seconds) N= 249 campaigns, n= 280,939 respondents; A/V Length (21 - 30 seconds) N= 132 campaigns, n= 147,692 respondents; Percent Impacted = Exposed – ControlCompletion Rate Source: YuMe, 100% completion rates based on Q3-4 2012 benchmark data.
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Completion Rate
84% 74%
15sec30sec
Considerations for Online Video Creative:Original vs. Repurposed
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2.4*2.9*
1.8* 1.8*1.2*
0.8*
4.0*
1.5*
0.40.2
Content SourceWeb OriginalRepurposed
Perc
ent I
mpa
cted
Web Original Videos Tend to Perform Better on Most Brand Metrics, Particularly Persuasion
* Statistically significant difference between control and exposed group at a 90% confidence level
Source: Dynamic Logic’s MarketNorms®, Last 3 Years, Q2/2012; Overall Web Original N= 218 campaigns, n= 220,681 respondents; Overall Repurposed N= 90 campaigns, n= 102,273 respondents; Percent Impacted = Exposed - Control14
0.6
-0.6
3.0*
0.61.0
-0.1
1.2 1.3*
-1.2 -1.3
0.6
-0.7
RepurposedWeb Original
Repurposed TV Ads Do Not Perform Well on Persuasion on Video-centric Sites
Brand Favorability Purchase Intent
Impact of Repurposed TV ads
Perc
ent I
mpa
cted
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Entertainment News Movies/TV News Movies/TVEntertainment
* Statistically significant difference between control and exposed group at a 90% confidence level
Source: Dynamic Logic’s MarketNorms®, Full dataset through Q2/2012; Overall Web Original N= 50 campaigns, n= 29,814 respondents; Overall Repurposed N= 35 campaigns, n= 19,843 respondents; Percent Impacted = Exposed - Control
Demo Targeting Helps Repurposed Videos Deliver Towards Brand Awareness and Breakthrough Goals
* Statistically significant difference between control and exposed group at a 90% confidence level
Source: Dynamic Logic’s MarketNorms®, Full dataset through Q22012.Video In- Demo Target N= 344 campaigns, n= 241,355 respondents; Video Not-in-demo target N = 282 campaigns, n = 309,070 respondents Percent Impacted = Exposed - Control
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Aided Brand Awareness Online Ad Awareness Purchase Intent
1.4*
3.4*
0.9*
2.5*
5.7*
1.2*
Demo Targeting
Out of target (demo)
In-target (demo)
Perc
ent I
mpa
cted
Aided Brand Awareness Online Ad Awareness Purchase Intent
0.7*
3.2*
0.1
4.6*
8.2*
-0.2
Exposure Frequency1-2 3+
Perc
ent I
mpa
cted
Additional Exposures Help to Build Awareness, But Do Not Necessarily Build Purchase Intent
* Statistically significant difference between control and exposed group at a 90% confidence level
Source: Dynamic Logic’s MarketNorms®, Last 3 Years, Q2/2012; Repurposed Video Frequency (1-2) N= 84 campaigns, n= 92,673 respondents; Repurposed Video Frequency (3+) N= 39 campaigns, n= 44,367 respondents; Percent Impacted = Exposed – Control
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Questions to Ask When Deciding to Use Repurposed or Web-original Video
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Is there TIME/BUDGET to create new
content?
REPURPOSE television
content
Campaign GOAL?
DEVELOP original content
No
YesStopping power for high awareness brands
Increase persuasion by broadening relevance
Maximize reach and synergies for new or low awareness brands
Media Strategies for Repurposed Video Creative
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Primary Campaign Goal
In-stream vs. In-banner
Interactivity
Frequency
Targeting
Length
Source: Dynamic Logic Market Norms., Q2 12. Please note that recommendations refer to typical video performance and are not intended as a guarantee of in-market performance.
Building Awareness
In-stream with companion
Add interactivity
Maximize frequency at or above 3 exp.
Demo target
15 sec
Communicating Message
In-stream with companion
Add interactivity
Maximize frequency at or above 3 exp.
Demo target
30 sec
Increasing Persuasion
Either
Optional
Frequency cap to 1, focus on
reach
Demo target
30 sec
Key Considerations for Online Video
• Online Video has performed above the industry standard for display advertising
• The narrative power of video lends itself well to creating relevant, distinctive, and emotionally resonate ads
• Understand what you expect to accomplish from the videos and why someone would watch your online video…entertainment, useful, unusual, etc.
• Elements such as interactivity, video length, types of sites, targeting and delivery methods are strong differentiating factors in completion rates and achieving positive branding effects
• Web original video content is most efficient at influencing perceptions and purchase decisions by providing useful information or entertainment value that viewers see as different.
• Stop thinking of video as separate from the broader campaign strategy
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And Don’t Forget Mobile Video
Source: eMarketer, March 2013
Growth driven by video distributed on smartphones and tablets is expected to more than double by 2017.
2013 2017
12.6
29.7
Growth of Video Share Attributed to Mobile
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