Research: Creative Best Practices in Online Video Advertising

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  • 1. YuMe Online Video AnalysisC R E AT I V E B E S T P R A C T I C E S A N D M E D I A TA C T I C S F O R O N L I N E V I D E O
  • 2. What We Know About Online Video The State of To Repurpose, or Online Video not to Repurpose?• Online Video has performed above the • The optimal content source to use will vary, industry standard for display advertising dependent on each campaign’s goals• Video has shown it can be more efficient • Repurposed TV spots can build on offline initiatives, than other formats on Awareness and further increasing awareness or messaging Brand Favorability • Web original video content is most efficient at• The narrative power of video lends itself influencing perceptions and purchase decisions by well to creating relevant, distinctive, and providing useful information or entertainment value emotionally resonate ads • Elements such as interactivity, video length, types of• The extent of branding power will rely on sites, targeting and delivery methods are strong content quality, perceived value differentiating factors in completion rates and achieving proposition, authenticity, and relevancy positive branding effects Source: DL /TubeMogul Industry Report: State of Online Video: http://www.dynamiclogic.com/docs/white-paper- pdfs/2011/03/22/whitepaper_dl_tubemogul_apr2010.pdf 3
  • 3. In-stream video formats are typically moreeffective than in-banner formats In-stream vs. In-Banner In-Stream In-Banner 7.3* Percent Impacted 4.4* 3.8* 2.9* 2.2* 2.3* 2.3* 1.7* 1.3* 1.3* Aided Brand Online Ad Message Brand Purchase Awareness Awareness Association Favorability Intent Statistically significant difference between control and exposed group at a 90% confidence level 4 Source: Dynamic Logic’s MarketNorms®, Full dataset through Q2/2012; In-Stream Videos N= 47 campaigns, n= 60,842 respondents; In0Banner N= 447 campaigns, n= 478,655 respondents; Percent Impacted = Exposed - Control
  • 4. In-stream video tends to outperform othermedia, especially in building awareness andfavorability• In-stream videos are able to utilize narrative power of video to make a brand impact, within a highly visible placement 7.3* Ad Format In-stream Video 5.3* Percent Impacted Rich Media (no video) 3.7* 3.8* Flash 2.9* 3.1* 2.5* 2.3* 1.9* 2.1* 1.4* 1.2* 1.3* 1.3* 0.9* Aided Brand Online Ad Message Brand Favorability Purchase Intent Awareness Awareness Association * Statistically significant difference between control and exposed group at a 90% confidence level Source: Dynamic Logic’s MarketNorms®, Full dataset through Q2 2012. In-stream Video N = 47, n= 60,842 respondents; Rich Media N = 2,700, n= 3,078,725 respondents; Flash N = 2,720, n= 3,410,360 respondents. Percent Impacted = Exposed - Control 5
  • 5. Interactivity enhances ad breakthrough andmessage takeaway• Interactive video elements are attention-grabbing, which promotes breakthrough and supports awareness building goals Interactivity Interactive Non-Interactive Percent Impacted 3.0* 2.3* 1.3* 1.4* 1.3* 1.0* 0.8* 0.7* 0.5* 0.4 Aided Brand Online Ad Message Brand Favorability Purchase Intent Awareness Awareness Association * Statistically significant difference between control and exposed group at a 90% confidence level Source: Dynamic Logic’s MarketNorms®, Last 3 Years, Q2/2012; Interactive N= 444 campaigns, n= 432,206 respondents; Non-interactive N= 309 campaigns, n= 309,935 respondents; Percent Impacted = Exposed - Control 6
  • 6. Additional exposures help to buildawareness, but do not necessarily buildpurchase intent• Other strategies, such as demo targeting and creative optimization, may ultimately be more productive strategies specifically to boost persuasion• This suggests some advertisers and agencies who are focused on persuasion may choose to frequency cap at lower exposure levels and instead maximize reach Exposure Frequency 1-2 3+ 8.2* Percent Impacted 4.6* 3.2* 0.7* 0.1 -0.2 Aided Brand Awareness Online Ad Awareness Purchase Intent * Statistically significant difference between control and exposed group at a 90% confidence level Source: Dynamic Logic’s MarketNorms®, Last 3 Years, Q2/2012; Repurposed Video Frequency (1-2) N= 84 campaigns, n= 92,673 respondents; Repurposed Video Frequency (3+) N= 39 campaigns, n= 44,367 respondents; Percent Impacted = Exposed – Control 7
  • 7. Demo targeting helps repurposed creative delivertowards brand awareness and breakthrough goals• Conventional TV spots are typically produced with a specific demo target in mind, which may align well with digital demo targeting options Demo Targeting 5.7* Out of target (demo) In-target (demo) Percent Impacted 3.4* 2.5* 1.4* 1.2* 0.9* Aided Brand Awareness Online Ad Awareness Purchase Intent * Statistically significant difference between control and exposed group at a 90% confidence level Source: Dynamic Logic’s MarketNorms®, Full dataset through Q22012. Video In- Demo Target N= 344 campaigns, n= 241,355 respondents; Video Not-in-demo target N = 282 campaigns, n = 309,070 respondents Percent Impacted = Exposed - Control 8
  • 8. Short-form creative is typically morememorable, but long-form is better for awareness• Long-form videos may have an advantage in promoting certain brand goals such as brand awareness and messaging, but this advantage should be balanced against the lower completion rate and higher average cost for longer videos Length 5.5* 11-20 seconds 5.1* Percent Impacted 4.4* 21 - 30 seconds 2.7* 2.8* 2.3* 2.1* 1.6* 1.4* 1.3* Aided Brand Online Ad Message Brand Favorability Purchase Intent Awareness Awareness Association * Statistically significant difference between control and exposed group at a 90% confidence level Source: Dynamic Logic’s MarketNorms®, Full dataset through Q2/2012; Video: A/V Length (11-20 seconds) N= 249 campaigns, n= 280,939 respondents; A/V Length (21 - 30 seconds) N= 132 campaigns, n= 147,692 respondents; Percent Impacted = Exposed - Control 9
  • 9. Questions to ask when deciding to userepurposed or web-original creative• Often, a decision to use a repurposed video creative is based purely on access: advertisers and agencies who have a TV asset will reuse it because of limitations in their budget or time to launch.• However, the campaign goals should also be considered when making creative choices Is there time/budget No to create new content? Yes Align with offline/ Build Awareness Improve Breakthrough Campaign goal? Increase Develop Persuasion Repurpose original television content content 10
  • 10. Web original creative tends to perform better on most brand metrics, particularly persuasion• Web original creative can be customized to align with specific placements or targeting tactics, improving perceived relevance which is a key driver of persuasion• However, repurposed videos have an advantage in ad breakthrough, leveraging offline initiatives and prior familiarity with the ad Web Original Content Source 4.0* Percent Impacted Repurposed 2.9* 2.4* 1.8* 1.8* 1.5* 1.2* 0.8* 0.4 0.2 Aided Brand Online Ad Message Brand Favorability Purchase Intent Awareness Awareness Association * Statistically significant difference between control and exposed group at a 90% confidence level Source: Dynamic Logic’s MarketNorms®, Last 3 Years, Q2/2012; Overall Web Original N= 218 campaigns, n= 220,681 respondents; Overall Repurposed N= 90 campaigns, n= 102,273 respondents; Percent Impacted = Exposed - Control 11
  • 11. Media strategies for repurposed video creativeThe following chart is based on average in-market performance for repurposed videos and is intended as aguide to help advertisers and agencies optimize repurposed videos to reach specific campaign goals: Achieving Building Breakthrough/ Increasing Primary Awareness Communicating Persuasion Messaging Campaign Goal In-stream with In-stream with In-stream with In-stream vs. In-banner companion companion companion or in- banner Interactivity Add interactivity Add interactivity Add interactivity Maximize Maximize Frequency cap to Frequency frequency at or frequency at or 1, focus on reach above 3 exp. above 3 exp. Targeting Demo target Demo target Demo target 30 sec 15 sec 30 sec Length Source: Dynamic Logic Market Norms., Q2 12. Please note that recommendations refer to typical video performance and are not intended as a guarantee of in-market performance. 12
  • 12. Thorough branding is critical for campaign success• The stakes are high for repurposed videos, as insufficient branding can actually make a video significantly less persuasive Branding Logo Presence (100%) Percent Impacted Logo Presence (Partial/0%) 0.9* 0.6 0.4 -1.1* Aided Brand Awareness Purchase Intent * Statistically significant difference between control and exposed group at a 90% confidence level Source: Dynamic Logic’s MarketNorms®, Full dataset through Q2/2012; Repurposed Videos, Logo Presence (100%) N= 52 campaigns, n= 55,460 respondents; Logo Presence (Partial) N= 37campaigns, n= 45,893 respondents; Percent Impacted = Exposed - Control 13
  • 13. Creative strategies for repurposed video adsAdvertisers and agencies seeking to reuse their television creatives may need to add elements to optimizefor the online environment. Those looking to reduce video length (e.g., from :30 to :15), will need to carefullyevaluate what to retain or remove. The following strategies may be helpful as guidelines for this process. keep: cut: add: Product shots and 3rd party or competitor Static brand logos or similar branded brands that can cause branding on every frame elements confusion Human Secondary and other Copy to complement presence, especiall messaging (or move to voiceover messaging y for niche interactive elements) audiences Primary Content that is less A strong call to action to messaging emotional take advantage of the involving, particularly in online format the initial frames Interactivity to promote audience engagement Source: Dynamic Logic Market Norms., Q2 12. Please note that recommendations refer to typical video performance and are not intended as a guarantee of in-market performance. 14