Today, Exponential has released its study titled The Power of Video-Driven Experiences: What Attention, Emotion and Perception Can Tell Us About Good Advertising – which reveals that interactive video advertisements are significantly more impactful than standard banner and pre-roll video ads.
Exponential commissioned EyeSee, a market research firm, to investigate the effectiveness of VDX interactive video ad units, 30-second pre-roll units and standard banner units by focusing on three key KPIs – participant attention (length of browsing and interaction time), emotion (type of emotion and strength of emotional reaction) and perception (impact on brand lift). These KPIs were evaluated using eye tracking and interaction rates, facial expression and surveys, respectively.
Ultimately, the study found that interactive video ads are more effective at seizing attention, provoking emotion and driving brand impact. Key takeaways and statistics include:
“This study validates what we’re seeing every day – that interactive video is a powerful digital vehicle for brand impact,” said Bryan Melmed, VP, Insights Services, at Exponential. “The choice of ad format has huge implications for marketers and advertisers; advertising focused on engagement delivers more compelling, memorable experiences.”
Read the full study and methodology here.
This story is also featured in Ad Tech Daily.
This is the blog of Exponential Interactive Inc.,(www.exponential.com) a global provider of advertising intelligence and digital media solutions to brand advertisers.
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