Results Show that Engaging Rich Media Ad Units Drive Brand Lift Regardless of Environment
SAN FRANCISCO – OMMA Global:
VideoEgg, the engagement ad network, announced the results of the first large scale research project designed to explain the relative brand value of video rich media ad units and how ad performance is impacted by environment. VideoEgg conducted the research in collaboration with comScore, Inc., a leader in measuring the digital world, and worked with six major brands across a range of industries including Alliance Releasing, Doritos, GE, Hyundai, Telus and Toshiba.
“A number of studies have been conducted analyzing behavioral metrics, brand lift and brand impact, but until now there has been limited understanding of the interplay of ad units, engagement and different online environments,” said Lesle Litton, comScore vice president. “By carefully controlling the environment and competitive ads on the page, this study provides unique and accurate insight into the differential impact of a creative unit for the same advertiser. Overall, it was interesting to see how exposure to online video ad units drove considerable gains in brand recall and perceptions when compared to standard banners.
To determine how different environments impact the performance of ad units, the research first compared the performance of ad units across brand name sites, smaller contextually relevant and non-contextual sites. The results found that while consumers were more familiar with brand name sites and rated them more favorably on a number of site design measures, overall, the type of site did not impact the performance of engaging ad units:
Brand name sites rate more favorably: On average, respondents were four times more familiar with brand name sites and rated those sites two times higher on design, usefulness and trust.
But…Engaging video ad units trumped environment: Despite the fact that the branded sites were rated more favorably, when controlling for advertiser and ad unit there was no overall incremental value to branded sites.
The research then looked specifically at the impact of different ad units and engagement on brand lift, comparing the performance of IAB banners, interstitials and VideoEgg AdFrames units. The results found that:
VideoEgg AdFrame units significantly outperform standard banners: VideoEgg AdFrame units were 2x as effective in generating unaided and aided ad recall than standard IAB banners.
Engagement increases recall as well as key brand perceptions. First mention was 6x higher among those who engaged with the AdFrames units versus standard banners. Aided recall was 4x as high among engagers. Across all 46 attributes that were measured across advertisers, there was an increase in positive brand perceptions among engagers. On average, there was an increase of 48% in top two box brand associations across all six advertisers.
Engagement also increases purchase consideration and likelihood to recommend: Among AdFrames engagers, average brand consideration increased by 23% and likelihood to recommend by 12%
VideoEgg AdFrame units combined with video interstitials maximize ad recall: Allowing for deeper engagement after a Video interstitial ad increased total unaided and aided recall to 2.5x the recall of standard banners.
“We pioneered CPE because we believe engagement is what truly drives brand metrics. Now we have definitive proof,” said Troy Young, president of VideoEgg. “Partnering with comScore, we have been able to gain important insights into the relative brand value of rich media ad units and how critical engagement strategies are to ad effectiveness. The results have important implications for brand advertisers seeking to maximize brand lift, and further validate our focus on delivering the right mix of creative services, ad products and research to optimize online brand engagement.”
Methodology
To ensure results accurately reflected the impact of different site environments and ad units on brand lift, VideoEgg and comScore carefully controlled the site, content and ad exposure seen by the 14,000 respondents that participated in the research. Research participants were recruited via a comScore panel and screened to make sure they could view video ads and hear audio on their computers. Once selected, they were shown a non-live site with an ad served in an environment where all other ad placements had a consistent PSA. Researchers then asked for feedback on the given site, evaluating whether they were aware of the site/had previously visited it and their attitudes toward the site design and utility. Once details on the site were determined, researchers asked a range of questions to evaluate the performance of the ad viewed.
About VideoEgg, Inc.
VideoEgg, an engagement network that helps brands get the most out of digital advertising, is the only company that provides brands an integrated network, services and technology solution that takes the complexity out of online brand advertising. Designed for engagement, the company gives brand advertisers more of what they need – industry-leading research and insight, innovative ad products, advanced targeting data, sales and packaging, and guaranteed brand safety – to make the digital medium more accountable, scalable and sustainable. With successful operations in nine markets, including three international offices, VideoEgg’s engagement network reaches 100 million global uniques across quality online and mobile environments, delivering one billion impressions per month for many of the world’s largest brands.
Founded in 2005 and based in San Francisco, with offices across North America, in the UK and Australia, the company is privately held and backed by August Capital, First Round Capital, Maveron, WPP and Focus Ventures. For more information on VideoEgg, please visit http://www.videoegg.com.
Follow VideoEgg on Twitter: http://twitter.com/videoegg.
