69 percent of users spent over five seconds looking at the interactive teaser compared to just 11 percent who viewed the standard animated banner of the same size
Interactive video advertising are on average more effective than standard and pre-roll advertising in seizing attention, provoking emotion and driving brand impact, according to a new study by Exponential Interactive, one of the largest leading global providers of digital advertising solutions, reaching more than 700 million users each month. The study is titled The Power of Video-Driven Experiences: What Attention, Emotion and Perception Can Tell Us About Good Advertising.
In addition to engaging more with interactive teasers compared to a standard animated banner of the same size, users also expressed stronger consideration for product purchase after viewing VDX Pre-roll as opposed to a standard pre-roll.
Exponential commissioned EyeSee, a market research firm, to investigate the effectiveness of interactive video. The study compared Exponential’s proprietary VDX video units to 30-second pre-roll units and standard banner units, focusing on three key KPIs – attention (length of browsing and interaction time), emotion (type of emotion and strength of emotional reaction) and perception (impact on brand lift). These KPIs were evaluated via eye tracking and interaction rates, facial expression and surveys, respectively.
“The choice of ad format has significant implications; interactive video advertising for instance, draws on additional engagement features that provide marketers and advertisers with an opportunity to break through the clutter,” Gerard Lechau, Commercial Director, SEA & North Asia at Exponential. “This study validates what we’re seeing every day across the SEA region / India – that interactive video is a powerful digital vehicle for brand impact. It’s time we paid more attention to it.”
Other key takeaways and statistics of the study include:
An invitation to engage with video advertising is more than just a gateway to a compelling experience; it can be valuable real estate in itself: 69 percent of users spent over five seconds looking at the interactive teaser compared to just 11 percent who viewed the standard animated banner of the same size. Interactive teasers are also 3x more likely to stimulate a positive emotional reaction (particularly ‘Focus’). Further, 82 percent of those who viewed the teasers reported “favourable” or “very favourable” brand perception on the surveys compared to just 68 percent of those who viewed the standard banner.
Interactive video impacts purchase consideration: 17 percent of users who viewed a VDX Pre-roll and 19 percent of users who viewed the VDX Rectangle units stated they “definitely will” consider purchasing the brand in the future. That statistic was only 13 percent for the standard pre-roll.
Interactive video advertising units generate positive brand perception and make a lasting impression: Compared to standard pre-roll units, video-driven units held attention for over twice as long, produced higher ad recall rates and boosted brand perception.
In the study, a sample of 500 panel-recruited participants was asked to browse a series of realistic mock websites how they would naturally – at home and using their own devices. Users were monitored via their webcams for their facial expressions, visual gaze, and navigation while surfing the pages. After users completed their browsing activity, they were exposed to an additional mock webpage with generic editorial content and additional dummy advertisements. To assess brand lift metrics, users were presented with a seven-question survey assessing recall and brand perception. The study was conducted in the United States of America (USA).