June 21, 2007, 12:00 AM

80% of consumers take action based on online video ads, study says

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.

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