As we surf the Web, it is now very common to see video advertising sitting happily alongside text and display advertising. But while all advertising can have a positive impact, it appears online video ads are the best bet for companies or brands to use.
Online Video Advertising
has grown as the Web has matured. I well remember the days when any form of online video was a pipe dream due to modem connections, but now with broadband we can even devote bandwidth to video advertisements we may never notice or click on.
Many companies are now seeing the potential in video advertising, and as EyeView’s recent video marketing quiz made clear, the medium can have a big impact on interaction and brand awareness.
.Fox & comScore Survey
Those findings have now been borne out by a new study from .Fox Networks (Fox International Channels’ global online ad network) and comScore.
The study looked at four advertising campaigns conducted during 2009 which covered the Travel, Finance, Government, and Utilities sectors. A panel of more than 80,000 U.K. consumers were tracked to discover how these campaigns affected both direct site visitation and search queries related to the campaigns.
A Significant Uplift
The study found that video advertising can lead to a “significant uplift” in these two fields.
Site visitation is when a user visits the site associated with a brand after seeing the ad. This increased seven fold over the course of the four-week-long campaign, with people 28 percent more likely to visit the site after exposure to a video ad than a display ad.
Search queries, when a user searches for a word or phrase associated with a brand after seeing the ad, are more interesting. This increased 3 fold over the course of the four-week-long campaign, with people almost twice as likely to conduct a related search after exposure to a video as than a display ad.
Conclusions
The effectiveness of video advertising is becoming more clear all the time. And brands are latching on to how a video ad campaign can be much more efficient at driving customers their way than other types of online campaign.
Thankfully, broadband speeds are increasing, so this continuing trend is unlikely to mean a return to the days when Web pages took minutes rather than seconds to load.
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