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Video productions shown to boost brand awareness Brand awareness rises by 38 per cent when video advertising used with display, study finds.
A new study has revealed the sizeable impact of internet video productions on brand awareness.
In a study for Weight Watchers, the Australian Internet Advertising Bureau (IAB) found that, when combined with standard display, videos resulted in brand awareness rising by 38 per cent.
This compares to a rise of ten per cent for display advertising alone and 20 per cent solely for video productions.
It also discovered that a 51 per cent increase in unaided brand awareness was visible at just two exposures to the video advertisements when used within a wider marketing campaign.
Paul Fisher, chief executive of IAB Australia, said: "Our objective is to produce quantitative proof for marketers that online video advertising enhances results and I hope this case study will encourage more advertisers to invest in online video."
The study would appear to back up claims by Nikesh Arora, Google's president of global sales, who recently told the Telegraph he expects between 30 per cent and half of all advertising to take place online in the next five to eight years.
Posted by Angela Metcalfe
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