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BizReport : Advertising archives : July 02, 2012

Videology nails pre-roll ad exposure 'sweet spot'

Can you over-expose an ad to online video viewers? Yes, according to new research from digital video ad platform and solutions provider Videology.

by Helen Leggatt

videology_logo.pngBy analyzing purchase intent among consumers exposed to a specific CPG brand's pre-roll video advertising over the course of 30 days, Videology was able to ascertain the "sweet spot" for video advertising exposure.

Their results found that consumers exposed to the CPG brand's pre-roll ad 6-8 times increased the likelihood of conversion by about 110%. The likelihood to convert after less exposure (2-5 times) was just 30%. The likelihood decreases with more than 8 exposures, perhaps due to boredom due to over-exposure, but remains high at 80%.

While the "sweet spot" may differ between brands, categories, demographics, and so on, the main takeout is that this type of campaign analysis is useful for future campaign planning.

"Consumer behavior is not always logical, but it can be predictable," said Aleck Schleider, Videology's vice president of data and analytics. "We don't have to understand why repeated exposure to a message works, but we do need to build models that account for these measurable thresholds, so that we are better equipped to help advertisers plan campaigns in the video space that maximize their desired results."

Tags: campaign planning, consumer behavior, online advertising, online video, research, video advertising

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