Gathered from audience studies across digital and TV media, these insights will help you learn how to optimize your video campaigns for maximum brand effectiveness before they launch and while they're still running.

1. How to Optimize for
Brand Effectiveness
Before & During Your Campaign
Ryan Pamplin
VP, Digital Evangelist

2. What is Brand Effectiveness?
A measurement of how effective your ad
is toward achieving your campaign goal.
• Awareness
• Favorability
• Purchase Intent

3. While the Web provides a greater level of
accountability and measurement than other
media, it is also hamstrung by multiple
competing technologies, stakeholders and
a complex supply chain.
”
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- IAB, Best Practices for Conducting Online Ad Effectiveness Research

4. Greater opportunities
through video convergence
When digital video and TV ad effectiveness are analyzed
together, certain trends and opportunities emerge.
Combining these studies, and an additional study about
hurdles to accurately measuring brand effectiveness, we’ve
identified steps you can take before & during a campaign
to boost brand effectiveness.

5. Extreme Reach Ad Effectiveness Studies:
The Academy Awards and the Super Bowl reach the two largest television audiences, 36M+ to 114M+ respectively,
This slide demonstrates which TV event delivered the greatest average Brand lift for its paid advertisers. Extreme Reach
measured brand effectiveness for all national ads that ran during the Super Bowl and the Oscars. Brand effectiveness
of March Madness advertisers includes all advertisers within the automotive, technology and telecom verticals.
6.9% 20.6%
57.3%
The Super Bowl, The Oscars and March Madness
Top Digital Video Ad Issues Impacting Brand Perception

6. Media Viewing Preference
More than 27% of viewers watched all or part of a game online
Across the board, the ads that ran online were the same ads that ran on TV.
ELITE 8 FINAL FOUR FINAL

7. Abstract
Objective: Provide insights that can help improve digital video
advertising by identifying the top issues impacting brand perception.
Methodology: The study was conducted across Internet-connected
devices via the proprietary Extreme Reach platform and included
more than 7,000 participants. Respondents described how the
ads proceeding their online video content could be improved
(as compared to TV) based on a single selection from seven
possible choices.

8. Brand Perception Issues
Of the seven choices, nearly 1 in 3 chose “frequency” as their top issue.

9. Frequency
(seeing the same ad too often)
Solution: Digital ad campaigns should offer
more ad options and sync up with TV campaigns
to ensure each side has access to all creative.
Cause: Lack of additional creative, or not
knowing what additional creative is available
because TV / Digital workflows are disconnected.

10. Relevance
(content doesn’t match viewer’s interests)
Solution: Brands should work with direct
publishers that offer more control in reaching
specific audience targets, and also measure
the audience to allow for course-correcting.
Cause: Often the result of placing commercials
through site aggregators, which offer less
certainty that ads will reach the intended
audience.

11. Quality
(distorted video, poor audio, etc.,)
Solution: Use an ad serving solution that
works directly with the master file and
implement quality control procedures
throughout the workflow.
Cause: Often stems from a broken workflow
(e.g., the master is not transcoded properly)
or a lack of appropriate quality control
procedures.

12. Summary of Key Findings
The top three digital video issues impacting brand perception are frequency,
relevance and quality (in order).
Ad quality and relevance were bigger issues for younger demographics (44 and below)
and men, while frequency was a bigger issue for older demographics (>44) and women.
Older demographics (>44) were more likely to watch “mostly TV” while
younger demographics (44 and below) were more likely to watch “mostly online.”
Nearly one third of all people surveyed said they watch TV and online equally.

13. Ryan Pamplin
VP, Digital Evangelist, Extreme Reach
Thank You!
RPamplin@ExtremeReach.com
@RyanPamplin