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Hits and Misses in Online Video

Filed under: all articles
By: NMK Created on: January 26th, 2007
Bookmark this article with: Delicious Digg StumbleUpon

The impact of online video advertising varies considerably according to research from Dynamic Logic.

The impact of online video advertising varies considerably according to research from Dynamic Logic. The company tested 108 adverts with 125,733 repondents to discover which adverts were noticed, communicated a message and increased the likelihood of a purchase.

The best examples were noticed by 37.8 percent more than the worst and increased the likelihood of a sale by 6.9 percent.

Christina Goodman, Commnications and Marketing director at the firm, told NMK that the results showed that the industry still had a great deal to learn about how to create effective video materials. "There's still a lot of room for growth," she said, "Often they communicate quite well byt there's still a lot of learning to be done. While we wouldn't advise companies to shy away from video, it's important that they take note of what makes for an effective piece of communication."

ad effectiveness table

The most noticed video ads tended to exhibit the following characteristics:

However, weaker-performing ads had the following failings:

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