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BizReport : Blogs & Content archives : April 02, 2012

Study finds 'synergy' in professional, UGC video use

A new study out from comScore finds room for both professionally produced and user generated (UGC) video content in the ad-mosphere. According to their findings using a combination of professional and user generated content helps to drive sales effectiveness.

by Kristina Knight

Researchers with comScore and Expo studied a campaign in which both professional and consumer 'how-to' video content was used found the share of choice increased 35.3 points. For the total brand line, the share of choice increased 28 points.

"What we found was strong evidence of incremental benefit with exposure to both forms of media," said Frank Findley, Vice President, Research and Development at comScore. "In the campaign examined, professionally-produced content and product videos drove strikingly higher lifts when used together than when either was used individually. While marketers may already be familiar with the effectiveness of professional video content alone, these results suggest that even greater returns can be had by combining their use with authentic, user-generated content."

The study further found:

• 85% of consumers exhibited more emotional intensity toward the product when UGC and professional video content were used in marketing efforts
• 65% had better understanding of the key message
• 87% found the brand 'easy to relate to'

On their own, professionally produced and UGC content scored lower in all categories than when used in coordination.

"It seems that professionally-produced content and user-generated product videos are each successful at delivering different key elements to a consumer through video 'advertising'," said Jessica Thorpe, Vice President of Marketing at EXPO. "We found that consumers perceived feature benefits as more believable when coming directly from the brand through professionally-produced content, while the unbiased user-gen videos were more believable in verifying specific product claims, such as superiority and convenience. When used together, all of the perceived gaps get filled in and consumers become more confident in their purchase decision, resulting in better sales effectiveness from the advertising."

The full results will be explained in a webinar with comScore and Expo on Tuesday, April 3 at 2PM EDT.

Tags: comScore, online video, video advertising, video content, video trends

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