IAB Digital Video Ad Effectiveness Case Study


Despite the rapid growth of digital video advertising, marketers are still learning how to use the medium most effectively. The IAB Research Council undertook a study of a video advertising campaign for a major national retailer brand. This research sought to provide insights into which combinations of lengths and placements of digital video advertising are most effective. The IAB commissioned Millward Brown and Dynamic Logic to undertake this research, which serves as a case study on digital video ad effectiveness.   >>Full Story

Thoughts// From the research team at the IAB comes a new report on the effectiveness of online video advertising, including both pre-roll and in-banner placements.  While the pre-roll results are not shocking…guess what, consumers don’t want to watch your 30 second spot prior to a video…the in-banner results are a little more interesting.

5 or 15 second in-banner spots went ‘relatively unnoticed’ by the test group.  That is a bit of a surprise.  Of course, the research is simply offering guidance, however the idea that a 5 or 15 second in-banner video being just as effective as a static banner (read: not effective) is surprising.  To that end, a user initiated, in-banner 30 second spot appears to be very effective at delivering the brand message.

Take a look at the full PowerPoint presentation here.

And the executive summary results:

  • 15 seconds appears to be an optimal length for digital video creative in the pre-roll position. 5-second spots had trouble conveying a message; while 30-second spots risked turning off a viewer waiting to watch something else.
  • 30-second spots do well at conveying a complex or emotionally resonant message, but work best in user-initiated placements (where the user must take an action, like clicking on an ad or rolling over an in-text link, to begin playing the ad) where viewers display more patience for long messages.
  • Pre-roll, in-text, and in-banner video ad placements can all contribute to achieving the goals of a campaign; however, different placements may perform optimally with different creative lengths.

What does all this mean?  Like most online advertising you should test and modify your campaign based upon your results.  Don’t simply assume this survey will hold true for your creative or brand.  However this study should provide pause to assess your current display advertising campaign, run a few A/B tests and determine what is most effective…a 5, 15 or 30 second spot.

Additionally, begin looking at and testing the content of the video as well.  Spots produced for TV do not necessarily equal web success, even thought it is a similar format, the location and interaction between the viewer and the ad are different online.

And you thought running ads before the video of the dancing guy on YouTube was going to be easy.

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