Retailers shift their ad spending from TV, radio and print ads to digital ads.
Online video advertising is proving to be an effective method of persuading consumers to visit web sites, go to a store or make a purchase, according to a study from the Online Publishers Association.
Online video advertising is proving to be an effective method of persuading consumers to visit web sites, go to a store or make a purchase, according to a new study from the Online Publishers Association.
Of the 80% of consumers who have watched a video ad online, 52% took some sort of action, including checking out a web site (31%), searching for more information (22%), going into a store (15%), or making a purchase (12%), the study found. Visitors to media sites (magazine, newspaper, cable, broadcast and web-only retailers) were more inclined to take action upon viewing a video ad than visitors to portals and user-generated content sites.
In addition, if the consumer had a prior brand affinity toward an advertised brand and they liked the adjacent video content, brand consideration jumped 61%, according to the study. If the consumer’s initial attitude toward the brand was neutral or negative, brand consideration still rose 21% if they liked the video content.
The length of a video ad-30 seconds versus 15 seconds-also plays a role in whether a consumer takes action, the OPA says. There was a 30% lift in ad relevance and a 23% lift in brand consideration when 30-second ads were used.
The study also underscored the important role of the Internet in the purchase process. Of consumers who made a purchase in the last month, 48% said the Internet drove their initial awareness, 57% said they learned more using the Internet, 55% used the Internet to decide where to buy, and 56% made the final purchase decision using the Internet.
The research-conducted in partnership with Online Testing eXchange-included surveying and concept testing of 1,422 online video users.