RSS feed Get our RSS feed

News by Topic

BizReport : Advertising archives : April 15, 2016

Study: Interactive video ads getting more attention

Turns out, video is an attention getter. That's the takeaway from a new Exponential Interactive study which looked into how consumers react to pre-roll and banner ads as well as interactive video.

by Kristina Knight

Data from The Power of Video-Driven Experiences: What Attention, Emotion and Perception Can Tell Us About Good Advertising finds interactive video has a bigger impact on consumers than standard banners and pre-roll video ads do. The study used eye tracking and facial coding to come to its results. Nearly 20% of those studied said they 'would consider a purchase' after watching either an interactive pre-roll video or an interactive rectangular video unit.

"This study validates what we're seeing every day - that interactive video is a powerful digital vehicle for brand impact," said Bryan Melmed, VP, Insights Services, at Exponential. "The choice of ad format has huge implications for marketers and advertisers; advertising focused on engagement delivers more compelling, memorable experiences."

Other interesting findings include:

• 69% of those who viewed 'video teasers' spent more than 5 seconds looking at the content
• 11% of those who viewed standard animated banners spend the same amount of time
• 82% of those who viewed teasers reported favorable/very favorable brand perception
• Video units held viewers' attention 2x longer than standard pre-roll units

Exponential commissioned EyeSee to conduct the study.

Tags: advertising, Exponential, in-app advertising, video ad content, video ad engagement, video advertising

Subscribe to BizReport



Copyright © 1999- BizReport. All rights reserved.
Republication or redistribution of BizReport content is expressly prohibited without the prior written consent.
BizReport shall not be liable for any errors in the content, or for any actions taken in reliance thereon.