For the first time, SevenOne Interactive has examined the effect and acceptance of video ads on the Internet / Video ads achieve high recall values / Users are accepting this new type of advertising
Munich, 2007 Video advertising on the Internet works and is being accepted by the majority of users. 51% of all users saw the new online ad form as "not bothersome," 29% as "somewhat bothersome" and 20% as "bothersome." These are extremely good acceptance values, especially when compared to other forms of advertising on the Internet and ads in other media. Furthermore, the online ads placed before professional video clips are seen by users as being very innovative, serious and of high quality. According to a new study carried out by SevenOne Interactive, the online and multimedia marketer for the ProSiebenSat.1 Group, this high level of acceptance also applies to the length of viewing, the number of ad platform contacts and thus also the effect the ad has. With an average viewing time of 16.9 seconds, users see 68% of a 25-second video ad, this being a surprisingly high level of viewership. In addition, almost every web-surfer (up to 97%) has had contact with this ad format.
The effect of such ads, gauged in the form of aided brand recall, also achieved high levels. Every third user (33%) named the company doing the advertising as the maker of the online ad clip without being aided. An even higher level of effect (up to 50% higher) was reached for video ads used together with classic online banners in a form of tandem ad. And the length of the ad also has an effect. The longer the clip (max. 25 seconds), the higher (up to double) the level of brand recall.
SevenOne Interactive came to these results in a first comprehensive study of video advertising on the net and used an innovative research approach to do so. A total of 240 Internet users took part in a lab test in which they viewed video ads of various lengths on the sites Myvideo.de and ProSieben.de. While doing so, the eye movements of the subjects were tracked and recorded using a special eye-tracking procedure. After the test, the participants were then surveyed qualitatively and quantitatively.
Positive values: Video ads seen as modern and dynamic In terms of acceptance and effect, video ads surpass classic banner ads. Users find the clips to be surprising, new, informative and persuasive. The ads elicit great interest when they are also entertaining and have content suitable to the subsequent professional videos. An emotionalized context also increases attention significantly. One positive thing for the company doing the advertising is that users consider video ads to be up-to-date and innovative, and they link online ads accordingly to youthful and dynamic companies. In principle, the use of video ads is particularly suited for such marketing goals as branding, image and awareness.
The use of tandem ads achieves the highest values Video ads in combination with classic online banners create an unbeatable duo. Unaided brand recall increases up to a level of 50%. The video format generates attention and arouses emotions. The additional banner reminds the user of the brand again and successfully transports additional information. The combination of the two ad platforms also shines a very positive light on the advertiser: Users perceive him to be especially committed and credible.
Long ads work better Regardless of their length (testing was done with 10- and 25-second ads), video clips always achieve outstanding ad contacts (up to 97% of all users). However, long ads of 25 seconds show an increase in the average length of viewing by up to 120% and also better brand recall values. This means that branded goods makers can raise the effect of their advertising by up to 100%.
Matthias Falkenberg, CEO of SevenOne Interactive: "Video ads are the growth drivers in online advertising – this is shown by developments in the US. In Europe, Jupiter Research has shown that already in this year a quarter of all online ad spending is going into video ads on the net. We are particularly happy that we, with this study, are the first to present evidence of the acceptance and effect of this new online form of advertising. After all, the advance of video advertising is also evidence for the increasing audio-visualization of advertising and brand leadership."
About the method The purpose of the study was to examine the advertising effect of so-called "PreRoll VideoAds." It was carried out by the Cologne research and consulting company phaydon on behalf of SevenOne Interactive. A total of 240 Internet users with video affinity were recruited for a lab test. In a natural website environment, phaydon presented video websites to the participants with video ads placed before them. The viewing of the panelists was recorded while they used the content. At the end of the lab test, the research company carried out partly standardized interviews on the communication performance of the advertising and asked qualitative questions on its general acceptance.
On the design of the study The survey took place from May to June 2007 among a total of 240 users of video portals. Participants were between 14 and 49 years of age and 60% male; 120 of them surfed on each the two websites ProSieben.de or MyVideo.de. The test focused on the effect of banners, short and long video ads as well as tandem ads.
About SevenOne Interactive With 16.75 million unique users, SevenOne Interactive is the third largest German online marketer (AGOF/internet facts 2007-I). The company is actually the market leader among content-driven marketers, as it is in the field of teletext advertising. The online and multimedia marketer of the ProSiebenSat.1 Group markets the offerings of the broadcasting network in the areas of Internet, teletext, mobile, CRM/Direct Marketing and Events. Furthermore, the portfolio also encompasses the teletext offerings of DSF, MTV, VIVA, Comedy Central, NICK, DAS VIERTE and Hamburg 1. SevenOne Interactive also markets Germany's largest instant messaging service, ICQ and the two community platforms MyVideo.de and Lokalisten.de, alongside the weather channel site wetter.com, Oktoberfest.de, the price search engine billiger.de and the sites of the advice platform wer-weiss-was.de.
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