comScore, VideoEgg: Online video lifts brand

Video can no longer be ignored - by consumers or marketers. That is the takeaway from a new joint study, releasing today. Video ad network VideoEgg and metrics firm comScore partnered for a close look into online video. The results of their joint study point to one thing: rich media, especially video, lift brand recognition and recall as well as engagement figures. For marketers the takeaway is clear: video can help overcome even a sagging economy.

by Kristina Knight

The study found that consumers were more familiar with branded sites after seeing rich media ads, but further found that specific ad units increased favorability, ratings and recognition even more. For example, researchers compared standard IAB banners with interstitials and VideoEgg AdFrames. They found that the AdFrame units were twice as effective as a standard banner (for ad recall) and that the 'first mention' of a brand was six times higher for AdFrames than standard banners.

"We believe engagement is what truly drives brand metrics," said Troy Young, VideoEgg President. "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. . .to optimize online brand engagement."

Other interesting findings include:

• Brand consideration increased by 23% for AdFrames consumers
• Ad recall increased more than two times for AdFrame units combined with video interstitials
• 48% increased in box brand associations
• Aided brand recall increased four times over
• Recommendation potential increased by 12%

Tags: comScore, online video, rich media, rich video, video advertising, VideoEgg, viral marketing