News

Online video has ‘halo effect’ on brands

Online video advertising boosts purchase intent by 25%, increases brand interest levels and creates positive associations with brands, according to research from Specific Media.

The research found that relevant original programming boosts intent to purchase by a quarter, increases brand favourability by 13% and brand association by 12%.

In addition, there was a 23% uplift in consumers purchasing a brand when exposed to online video ads compared to those who were not exposed.

Other findings from the survey found that consumers feel more in control of their viewing now than ever before, the wide range of devices available is accelerating the adoption of non-linear viewing habits, and the length of online video content is critical to engaging consumers’ attention.

“2012 will be the year that online video advertising comes of age,” says Specific Media director of insight for Europe Chris Worrell. “The value and quality of video content needs to keep pace with the speed that the platform is evolving. Marketers need to move beyond the click as a measurement of success, towards the softer, brand-led metrics that more established ad platforms use. We need to measure the impact video advertising has on the brand, against relevant target audiences.”

The findings came from Specific Media’s VITAMIN research study (Video Testing and Measurement Insights), conducted in association with Decipher, which looks at consumer perspectives into online video advertising. The study is based on focus groups with four key consumer segments: young men, young women, ABC1 adults and full-time mums.

Jenni Baker, London