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Consumers 'remember' video ads
A new survey has found consumers both engaging with online video advertising and remembering the advert later on.Seven in ten (70 per cent) of those interviewed for the Burst Media study said they actively watch video adverts on the internet, rather than ignoring them. Six in ten (56 per cent) said they will later remember the content of such adverts.
Interestingly, this high rate of success comes despite the fact that many internet users are otherwise quite hostile to online video ads: eight in ten (78 per cent) said they are intrusive and six in ten (62 per cent) said they interfere with browsing.
"We did not explore the quality of video ads and if the creative played a role when the ads are abandoned by users. But I suspect that it is a significant factor, especially since one in four users like video more than inert online ads," said the manager of market research at Burst, Chuck Moran.
"For users who take the time to watch video ads, their recall rate is pleasantly high," he noted.
Studies such as this are promising for online marketing, particularly as many of the new options for generating revenues are through video media, be it social networking sites or viral marketing.
In addition, some high end brands - such as the Economist - have taken to offering free access to subscriber-only content in exchange for viewing a full video advert, an innovative way to incentivise a consumer to engage with a commercial.
Online Advertising news posted on 20 December 2006
