News by Topic
- Search Marketing
- Email Marketing
- Loyalty Marketing
- Mobile Marketing
- Social Marketing
- Viral Marketing
- Trends & Ideas
- Internet Marketing 101
Video ads: Research reveals the ingredients for an ad viewers want to watch
New experimental research from Harvard Business School Assistant Professor Thales S. Teixeira could turn online video ad creative on its head. It found that, in a world where ads can usually be skipped or ignored, the traditional surprise, or punch-line ending, isn't getting the most 'attention' bang for the buck.
Just because an online video ad is displayed on a viewer's computer screen doesn't mean it is actually viewed. Assistant Professor Teixeria's recent experiments have shown that, in order to capture and keep a viewer's attention to video ads, the traditional format of delivering a surprise or punch-line at the end needs to be turned on its head.
Why? Because ad-skipping audiences may not even get to the end of an ad, either skipping it or tuning-out and involving themselves in other activities online.
What Teixeria's facial and eye-tracking experiments revealed is that the most effective way to capture attention in a video ad is to evoke surprise first and foremost. Evoking joy was then the most effective way to retaining a viewer's attention.
"The findings showed that advertisers should use a quick element of surprise at the beginning of an ad, followed by a longer period of joy, in order to get the most 'attention' bang for the buck," says Teixeira.
The findings will be published in an upcoming article (.pdf) in the Journal of Marketing Research, "Emotion-Induced Engagement in Internet Video Ads," coauthored by Teixeira and fellow researchers Michel Wedel of the University of Maryland and Rik Pieters of Tilburg University.
- Study tracks effects of Google search engine updates on user behavior
- Excessive use of in-store beacon technology decreases app use
- Report urges brands to go their own way and sell direct
- Forecast: Local media revs to push $140b
- Consumers more likely to be loyal to brands with a physical presence
- Study dispels myth that 15-24 year olds are the true 'digital natives'
- Top 3 tips to better optimize branded content
- Programmatic spending skyrockets through Nexage Markeplace
Featured White Papers
- Evolving Toward the Next Phase of Email
According to most corporate decision makers and influencers, email is the single most important application they have deployed! The typical...
- 6 Ways to Boost Holiday Sales & Fuel Year-round Growth
Just as the shopping seasons guide demand in many categories, they shape the conversation around these categories as well. How...
- No Longer a Necessary Evil: How Modern CRM Empowers Sales
CRM has long been seen as a must-have sales tool. However, much of the value of traditional CRM accrues to...