The success of your video ad doesn't solely depend on drop off and completion rates. It's about brand impact. In some ways, what you know about optimizing the brand impact of TV advertising translates beautifully but on the other hand it's really a whole new world.
Video content has the ability to be more relevant and useful to the users, and therefore more persuasive but our research shows that despite improvements in repurposed TV advertising, there is a strong aversion by consumers to these ads when they are attempting to access streaming content. Driving ROI should not come at the detriment of brand.
Ann Green, Senior Partner, Corporate Innovation and Solutions, Millward Brown