Interactive Video Ads Double Purchase Intent11 Sep, 2013 By: Doug McPherson
EMERYVILLE, Calif. – New research says marketers can stop worrying if interactive ads distract viewers by giving them too many options and hurting brand recall.
Video ad firms TubeMogul and Innovid analyzed millions of impressions across pre-roll video ads globally and say interactive pre-roll outperforms regular pre-roll when it comes to lifting brand awareness, message association and purchase intent. However, click rates for both interactive and regular pre-roll are virtually the same – both averaged 0.9 percent.
The researchers define “lift” as the absolute difference between the percent of correct answers of exposed viewers and a control group who didn’t see the ad. “Correct” answers are defined as the answer that the brand desires and indicates a positive perception of the brand by the survey taker.
The researchers also define interactive video ad “engagement” as any action a view takes to interact with an ad, usually hovering or clicking an icon to explore a slate of additional content. On a movie trailer, for instance, viewers might hover to open a slate of content that lets them watch additional previews, find local showtimes and buy tickets – all within the ad unit itself.
Certain categories see higher engagement rates: restaurant, technology and consumer packaged goods all average 1 percent or higher.
David Burch, director of communications for TubeMogul, says the data tells a clear story: interactive video advertising is a powerful tool for brand marketers. The format excels at driving awareness, loyalty and, especially, purchase intent as compared to regular pre-roll.