Research presentation: The Brand Element of Online Video Advertising

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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.

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Ann Green, Senior Partner, Corporate Innovation and Solutions, Millward Brown

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  • With consumer and advertiser enthusiasm for video content showing no signs of abating and the boundaries between online and offline becoming increasingly blurred, there is a growing need for brands to really embrace video as an ad format. Brands who have clear objectives for video and who use video as an integral part of the wider brand strategy can successfully harness this power and ultimately have a real impact on the success of their brand.
  • One of the most common questions we are being asked is whether online video can be used as a cheaper alternative to TV. The short answer is not yet. Currently online video simply does not have the reach to meet that delivered by a traditional TV plan. The average reach for online video campaigns is 13% compared to 75% plus for TV. Having said that, it is important to note that online video delivers additional frequency of exposure to those elusive light TV viewers – offering brands the possibility of reducing TV exposure and making significant cost savings.
  • The key advantage of video is that it is an emotional power house. No other format offers the same ability to deliver an emotionally based brand narrative. Why is this important? We know that brands that are meaningfully different are more likely to grow. A key means to make a brand more meaningfully different is by forging an emotional connection with consumers. We also know that emotion is key to getting attention. If we think about the most memorable moments in our life, they tend to be the ones that touched us the most emotionally. So emotion builds brands and engages an audience.
  • One of the most prominent and growing video channels is online so I want to focus much of this session on the implications for online video and how its impact on a brand can be optimized.
  • Our MarketNorms database of over 6,500 online campaigns measured is unmatched in the industry. It provides many dimensions of competitive and industry benchmarks. This same database can be mined for actionable insights around creative and/or media best practices, at a category or brand specific level—a huge asset to our clients.Updated quarterlyComprehensive insights into most industries, site categories, and creative formats
  • Online Video has performed above the industry standard for display advertising. Video has shown it can be more efficient than other formats on Awareness and Brand FavorabilityThese results can even be achieved at low frequency
  • In stream videos such as pre-roll and mid roll can have a huge impact. In stream videos are able to utilize narrative power combined with a highly visible placement. In banner advertising, where videos are delivered through traditional display formats presents different challenges. Here the key to success is grabbing attention while not interfering too much with the visitor’s browsing experience. In banner video can be auto-play or click to play, the former can be more attention getting but cause more disturbance. A happy medium between the two can be use of a teaser clip.
  • Interactive: Mouse over to have it expand, interactInteractive video elements are attention-grabbing, which promotes breakthrough and supports awareness building goals. Interaction rates tend to be higher for interactive ads, as there are more options to engage with the units beyond a click-through ergo site visitation is higher.
  • Elements such as interactivity, video length, types of sites, targeting and delivery methods are strong differentiating factors in completion rates and achieving positive branding effects. Let’s start by examining ad length.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. With regards to messaging specifically, focus is key. One of the findings that we have observed for TV advertising is that the more messages we are trying to convey in a single unit, the less likely a viewer is to internalize any of these messages. In a more controlled, lean forward environment such as online, the need for a singular focus is even more important.
  • Some view online video as an extension of TV and it is true that the two share some similarities. But using TV ads online is not as straightforward as it may seem and just putting your TV ad online may not deliver the results you expect. The optimal content source with regards to using repurposed or original will vary, dependent on each campaign’s goals
  • 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 campaign.
  • Repurposed. Conventional TV spots are typically produced with a specific demo target in mind, which may align well with digital demo targeting options.Didn’t use demo targeting but showing when they hit the target it did better
  • RepurposedStrategies, such as demo targeting, may ultimately be more productive strategies specifically to boost persuasion. This suggests some advertisers and agencies focused on persuasion may choose to frequency cap at lower exposure levels and instead maximize reach. New news is only new once.But frequency needs to be used with caution. Think about how many times we have watched our favorite show either live or on demand and we have been driven to distraction by being shown the same ad over and over again. Irritating consumers by bombarding them with the same ad is a sure-fire way to drive down favorability so think about frequency capping.
  • 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. Stopping power is created by leveraging something “different” which is known to “engage the brain”.
  • Thischart is based on average in-market performance for repurposed videos and is intended as a guide to help advertisers and agencies optimize repurposed videos to reach specific campaign goals:
  • Potential of online video all things being equal tends to outperform display advertising on all key metrics. Outshines on Awareness and Brand Favorability. Favorability not huge delta but when it moves it is significant.Captive audience effect different for in banner for display alongside.Choice you want to make has to do with the goal of the campaign. Repurposed is good for extending. Original however typically better at impacting purchasing and perceptions. Ensuring useful, relevant and in some cases entertaining content will be key to the continued success of online video as publishers like YouTube continue to cede control of ad viewership to the consumer.
  • Branding for mobile video is more important than ever. Think about the size of the screen. Call to action is critical as people expect their mobile creative to be tailored to what they are doing right then.
  • Research presentation: The Brand Element of Online Video Advertising

    1. 1. The Brand Element ofVideo AdvertisingA N N G R E E N , S R . PA R T N E R , C L I E N T S O L U T I O N S & I N N O VAT I O N
    2. 2. Video Everywhere2
    3. 3. Is All Video Just TV And Which Medium Is Most Economicalat Reaching the Target Audience? Overlap between TV and YouTube reach With significantly lower net investment, YouTube reached 35% of target audience.Efficiency Cost PerPercentage Point Indexed toTV. (Lower is better!) 100 18 TV YouTube Source: Cross Media Efficiency Study: Understanding efficiency of media channels in the 360° integrated campaign“ Jun-Aug 2011
    4. 4. Why is Video So Powerful As Part Of The Mix?4
    5. 5. The Branding Impact of Online Video5
    6. 6. MarketNorms® • 7,500+ online branding campaigns • 10.6 million survey respondents • 300,000+ creative executions • Easily-accessible, user-friendly interface Worlds largest digital advertising • 100+ filters for granular insights effectiveness database MarketNorms is aggregate data from Dynamic Logic’s AdIndex®, the industry standard for measuring the branding impact of digital campaigns.6
    7. 7. The Hierarchy of Advertising Effects How do you measure where consumers are in the continuum? 1: First, consumers need to be aware of a brand BRAND AWARENESS Measures the level of familiarity respondents have with the brand (aided and unaided) 2: Then they need to understand the value to them, or what the product MESSAGE ASSOCIATION Measures the extent to which respondents can match the is used for messages and/or concepts in the creative to the brand BRAND FAVORABILITY 3: The consumer forms an opinion about the brand Measures the extent to which respondents have a positive or favorable opinion of the brand 4: Finally, the consumer decides whether he or she is likely to purchase the brand PURCHASE INTENT Measures the likelihood of respondents to purchase the brand in the future7
    8. 8. Video Works Harder Than Other Digital Formats at Low Frequencies Ad Format (Frequency = 1) Online Video (overall) Percent Impacted 4.8* Rich Media (no video) 4.0* Flash 2.3* 2.1* 2.2* 1.9* 1.5* 1.6* 1.5* 1.0* 1.2* 1.0* 1.1* 0.6* 0.6* 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, Frequency=1. Online Video N = 523, n=8 554,680 respondents; Rich Media w/o video N = 2,622, n= 2,656,495 respondents; Flash N = 2,677, n= 2,869,070 respondents. Percent Impacted = Exposed - Control
    9. 9. Companion Banners Can Boost the Effectiveness of Video Ads Source: MarketNorms, Full Dataset Q2/12; Video w/ Companion N= 38 campaigns, n= 49,226 respondents; Video w/ no Companion N=464 campaigns, n=513,005 respondents9 Percent Impacted = Exposed – Control
    10. 10. In-stream Video Formats are Typically More Effective Than In-banner Formats In-stream vs. In-Banner 7.3* In-Stream In-Banner 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 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; Percent10 Impacted = Exposed - Control
    11. 11. Interactivity Enhances Ad Breakthrough and Message Takeaway Interactive Non-interactive 2.5% 0.6% Interactivity Interaction Rate 3.0* Percent Impacted Interactive 2.3* Non-Interactive 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 Impacted11 = Exposed – Control- Interaction Rate Source: YuMe Q3-4 2012 benchmark data.
    12. 12. Short-form Videos Can Be More Memorable, But Long-form is Better for Message Communication 84% 74% 15sec 30sec Length Completion Rate Percent Impacted 5.5* 5.1* 11-20 seconds 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 – Control12 Completion Rate Source: YuMe, 100% completion rates based on Q3-4 2012 benchmark data.
    13. 13. Considerations for Online Video Creative: Original vs. Repurposed13
    14. 14. Web Original Videos Tend to Perform Better on Most Brand Metrics, Particularly Persuasion Content Source Web Original Repurposed 4.0* Percent Impacted 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;14 Percent Impacted = Exposed - Control
    15. 15. Repurposed TV Ads Do Not Perform Well on Persuasion on Video-centric Sites Impact of Repurposed TV ads Repurposed Web Original Percent Impacted Brand Favorability Purchase Intent 3.0* 1.2 1.3* 1.0 0.6 0.6 0.6 -0.1 -0.6 -0.7 -1.2 -1.3 Entertainment News Movies/TV Entertainment News Movies/TV * Statistically significant difference between control and exposed group at a 90% confidence level Source: Dynamic Logic’s MarketNorms®, Full dataset through Q2/2012; Overall Web Original N= 50 campaigns, n= 29,814 respondents; Overall Repurposed N= 35 campaigns, n= 19,843 respondents;15 Percent Impacted = Exposed - Control
    16. 16. Demo Targeting Helps Repurposed Videos Deliver Towards Brand Awareness and Breakthrough Goals Demo Targeting Out of target (demo) 5.7* 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 = 28216 campaigns, n = 309,070 respondents Percent Impacted = Exposed - Control
    17. 17. Additional Exposures Help to Build Awareness, But Do Not Necessarily Build Purchase Intent 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=17 44,367 respondents; Percent Impacted = Exposed – Control
    18. 18. Questions to Ask When Deciding to Use Repurposed or Web-original Video Is there TIME/BUDGET No to create new content? Yes Stopping power for Maximize reach and high awareness brands synergies for new or low awareness brands Campaign GOAL? Increase persuasion by DEVELOP broadening REPURPOSE original content relevance television content18
    19. 19. Media Strategies for Repurposed Video Creative Building Communicating Increasing Primary Awareness Message Persuasion Campaign Goal In-stream vs. In-banner In-stream with In-stream with Either companion companion Interactivity Add interactivity Add interactivity Optional Maximize Maximize Frequency cap Frequency frequency at or frequency at or to 1, focus on above 3 exp. above 3 exp. reach Targeting Demo target Demo target Demo target 15 sec 30 sec 30 sec Length Source: Dynamic Logic Market Norms., Q2 12. Please note that recommendations refer to19 typical video performance and are not intended as a guarantee of in-market performance.
    20. 20. Key Considerations for Online Video • Online Video has performed above the industry standard for display advertising • The narrative power of video lends itself well to creating relevant, distinctive, and emotionally resonate ads • Understand what you expect to accomplish from the videos and why someone would watch your online video…entertainment, useful, unusual, etc. • Elements such as interactivity, video length, types of sites, targeting and delivery methods are strong differentiating factors in completion rates and achieving positive branding effects • Web original video content is most efficient at influencing perceptions and purchase decisions by providing useful information or entertainment value that viewers see as different. • Stop thinking of video as separate from the broader campaign strategy20
    21. 21. And Don’t Forget Mobile Video Growth of Video Share Attributed to Mobile 29.7 12.6 2013 2017 Growth driven by video distributed on smartphones and tablets is expected to more than double by 2017.21 Source: eMarketer, March 2013
    22. 22. Panel Discussion IS IT ALL “JUST VIDEO” NOW? P L A N N I N G F O R A M U LT I - S C R E E N W O R L D22

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