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BizReport : Advertising : November 23, 2011


Studies: Video increasingly important for brand metrics

Two new studies are showing a more direct link between video advertising and brand metrics including purchasing intent and brand lift. And with more than half of the US population engaging in online video viewing, this kind of measurement should help brands entering the video marketplace.

by Kristina Knight

First, from Burst Media, a survey found the bulk of video viewers (70%) are visiting websites or making purchases after viewing ads online. Nearly one-quarter of men (24%) and woman (22%) 35-54 say they've taken action after seeing an ad. As for what they're watching comedy is the most popular content, women are most likely to watch educational content and men are most likely to watch sports content.

"Web publishers seeking to attract larger audiences and increase dwell time could benefit from incorporating video content into their sites, whether it's produced in-house or brought to the site via online video syndication services," said Burst Media Marketing Director Mark Kaefer. "Moreover, for online video advertising is an effective way for brand marketers to align their messaging with content that draws highly-engaged, targeted audiences at scale."

Similarly, Adap.tv recently integrated Vizu's Ad Catalyst solution to offer clients an easier way to measure and optimize video ads; early results show an 84% increase in purchase intent. Compared to other campaigns measured by Vizu, the Adap.tv campaign ranked in the top 10% of all CPG campaigns.

"The fragmented landscape of video serving technologies is one of the key challenges facing the growth of online video advertising," said Dan Beltramo, Vizu CEO. "This integration with Adap.tv is the next step in our 'Value in Video' initiative, allowing our customers to seamlessly access our Brand Lift measurement and optimization capabilities within the Adap.tv Marketplace."

The Vizu solution shows brands how ad campaigns are faring in real-time. This ready access can help brands determine how viewers are responding and give more power to metrics including Brand Lift, awareness and purchasing intent. To this point, most video advertisers were only able to use completion or clickthru rates, which are after-the-fact metrics and don't help while in-campaign.






Tags: Adap.tv, Burst Media, online video, video advertising, video content, video trends, Vizu








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