OPA Video Study: Do You Buy It?

This MediaPost article discusses some of the findings of a new Online Publishers Assn. video study “Frames of Reference.” Here are selected excerpts from the release (emphasis mine):

  • In two of the four advertising and brand metrics measured, ad length was the leading factor driving lift. And with each, 30 second ads outpaced 15s: ad relevance (30% lift using 30s) and brand consideration (23% lift using 30s).
  • [T]he leading video content category is news/current events (14% watch daily). Weather ranks second (11% watch daily), followed by jokes /funny clips (9% watch daily).
  • Of the 80% of viewers that have watched a video ad online, 52% have taken some sort of action, whether it’s checking out a website (31%), searching for more info (22%), going into a store (15%), or actually making a purchase (12%).
  • Of consumers who made a purchase in the last month, 48% said the Internet drove initial awareness, 57% said they learned more using the Internet, 55% used the Internet to decide where to buy, and 56% made the final purchase decision using the Internet. Word of Mouth, which also has strong Web components, was second in importance — however the Internet outpaced all others by at least 50%.

There are very interesting data here, though I haven’t read the full report. But I’m confused by the finding that 30 second pre-roll performed better than shorter ads. On one level, this makes sense — more information equals greater recall. But, fundamentally, people don’t like random ads interrupting content.

I and others I know simply stop watching streams if ads appear before them unless there’s some really compelling reason to do so. As empirical support I’ll cite the Harris Poll about hypothetical pre-roll ads on YouTube:

When asked if the inclusion of short commercials before every clip would change how often they will visit YouTube, nearly three-quarters of adults who frequently visit the site say they would visit it a lot (31%) or a little (42%) less often as a result.



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2 Responses to “OPA Video Study: Do You Buy It?”

  1. Ranking Konzept - SEO News » Blog Archive » Warum das Internet für Kaufentscheidungen immer wichtiger wird Says:

    [...] Greg Sterling hat ein paar interessante Fakten zum Thema Online Marketing aus der Frames of Reference Studie herausgesucht. [...]

  2. Users Love Online Video, but Not Ads « Screenwerk Says:

    [...] said, however, the evidence is generally mixed. Indeed, in a fairly strange and anomalous finding, the OPA sang the praises of the 30 second online ad as driving the best recall. That may well be true for some viewers but it will also drive [...]

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