IAB/SKY VIDEO FORMATS EFFECTIVENESS

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IAB/SKY VIDEO FORMATS EFFECTIVENESS
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Understanding the effectiveness of online video
formats
Why?
How?

• Growth in online video spend not equal to
  investment in robust research around online video
• Need for industry research to guide, inform and
  educate the market
• Commonly asked questions
• What is the value of my online video advertising?
• What are the comparative merits of each format
  and which formats should I use based on my
  campaign objectives?
• How do users engage with online video?
• What influences recall and receptivity to video
  advertising?

• Live tested 5 online video advertising formats -
  pre-rolls, pre-rolls companion banners,
  post-rolls, branded video players and branded
  overlays
• 11 brands tested on 6 of Skys branded and non
  branded sites across News, Entertainment and
  Sports content
• Online survey asked of those naturally exposed to
  the brands advertising
• Follow up survey 3 days later to investigate call
  to action
• Post quant analysis 4 focus groups

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Placement of formats influences recall and
receptivity
Performance

• Pre-rolls companion banners and pre-rolls
  achieved the highest level of brand re-call
  across all tested formats. Pre-rolls are served
  at a time of high anticipation by the viewer
  resulting in greater receptivity
• Formats that provided the greatest brand
  visibility such as branded videos and companion
  banners achieved the greatest click through rates
  the advertising was still there once the video
  had ended and didnt interrupt the users task
• Delayed investigation the majority of
  respondents went on to investigate the brands in
  their own time. Branding campaigns should go
  beyond click through as a measure of success
• Users were largely tolerant of online video
  advertising formats although branded overlays
  were the least tolerated. However, these were
  accepted more provided they dont interrupt key
  critical content and were relevant to the content
• Brand recall was higher at work than at home -
  users are focussed on a particular task at work
  and are more time restricted, resulting in higher
  attention and a greater receptivity to the ads
• Users were more likely to recall the ads if they
  enjoyed the content
• Advertising around quality content was seen as
  being the most appropriate

Tolerance
Context of Viewing
Quality by Association
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Summary
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Pre-rolls have a role for branding and succeed in
brand awareness
2.
Formats with a greater brand visibility achieved
greater CTRs
Users like to investigate in their own time
look beyond click through as a measure of success
for branding
3.
Users largely tolerant of ads the most
successful campaigns consider brand relevance to
site and content, and consider the user experience
4.
Higher receptivity at work and users more
exploratory at home opportunity for branding
across the day and direct response in the evening
5.
Recommendations and active search are significant
contributors to advertising receptivity
6.
7.
Choose sites that reflect the values and quality
of the brand
For more information about this and other IAB
research please contact Tim Elkington
tim_at_iabuk.net or Sorcha Proctor sorcha_at_iabuk.net