Study enumerates best practices on creating authentic branded content that viewers will want to watch, seek and share
LOS ANGELES – Ace Metrix, the leader in measuring the impact of video advertising, published the results of a joint study with BuzzFeed that reveals the type of content that delivers the best results for Long Form Native Video (LFNV). LFNV is video content between 90 seconds and five minutes that is sponsored or co-branded by an advertiser. The study, entitled “Capitalizing on the Content Era: Leveraging Native Video to Drive Brand Equity,” details the potential benefits of these long form native video and demonstrates how those benefits are amplified when executed in conjunction with television ads. Ace Metrix and BuzzFeed will co-present the findings in a webcast hosted by Advertising Age on April 21, 2016. Details below.
@Ace_Metrix @BuzzFeed study reveals ways brands can optimize long-form native video content http://bit.ly/1ohXe95
“This study is a great resource for marketers who want to create native video content that viewers will want to watch and share,” said Peter Daboll, CEO of Ace Metrix. “Together with Buzzfeed, we have confirmed that successful long form digital video ads complement rather than compete with TV while often making a stronger emotional connection with viewers.”
In fact, the study found that native video performs on par with TV ads for overall ad effectiveness, driven by its ability to grab attention. Moreover, when paired with TV ads that focus on product education or desire building, LFNV can enhance a brand’s ability to better break through and connect with consumers holistically. However, as with TV ads, the most successful long form digital ads are those that have a relevant connection with the brand and target consumers.
“Findings from our work with Ace Metrix offer salient best practices that brands can leverage to make their long form native video more impactful and relatable, while also developing a deeper understanding of the role this format plays in their overall content strategy,” said Tami Dalley, Senior Director of Research at BuzzFeed. “We are thrilled to be able to work with our brand marketing partners to include these best practices in campaigns to ensure maximum effectiveness.”
“Capitalizing on the Content Era: Leveraging Native Video to Drive Brand Equity,” is based on analysis of 79 long-form native videos created by BuzzFeed, Funny or Die, Mashable, College Humor, Vice, Refinery29 and Maker Studio. The study took place from June to December, 2015.
The following long-form native video best practices were revealed:
1) Try using emotion to connect with consumers. Top performing LFNV ads made a strong emotional connection with viewers and were able to entertain by leveraging heartfelt sentiment.
2) Tell a cohesive story that entertains viewers. Having a story arc and clear resolution hooks viewers and entices them to want to keep watching.
3) Provide practical tips that consumers will find useful.
4) Using text overlays in your video provides a great opportunity to further punctuate your message.
5) Make sure the content of your video has an authentic tie-in to your brand.
Download the paper here – http://www.acemetrix.com/insights/insight-whitepaper/capitalizing-on-the-content-era/
These findings and more will be presented during a webinar hosted by Advertising Age on Thursday, April 21, 2016 at 11AM PST/2PM EST. Please contact us to receive sign up information.
About Ace Metrix
Ace Metrix® is the standard in television and digital video analytics, dedicated to measuring the impact of video ad creative. We provide data and insight to enable marketers and creative teams to produce more impactful work, test and adjust creative executions in real-time, and understand what creative drivers impact their brand KPI’s. The Company is privately held and is backed by leading venture capital firms and industry leaders including Hummer Winblad Venture Partners, Palomar Ventures, Leapfrog Ventures and WPP.
About BuzzFeed
BuzzFeed is a cross-platform, global network for news and entertainment that generates more than 6 billion views each month. BuzzFeed creates and distributes content for a global audience and utilizes proprietary technology to continuously test, learn and optimize.
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via BusinessWire
