The starting point for this recent brand survey by TubeMogul was to try and answer if video and particularly real-time bidding on video ads delivers “brand lift” or if it is all “direct response hot-air”, as they put it.
This is probably due to a flawed measurent that is taken after campaigns are launched (measuing direct-response – clicks for example), as opposed to something marketers should care more about like brand awareness and persuading a target audience.
So, using a methodology of exposing 4,487 random survey-takers to 0:15 and 0:30-second pre-roll ads (totaling 44.7 million impressions) of 5 video campaigns, and then targeting them again within-banner surveys within 30 days with no direct incentives to answer, all campaigns showed the following brand lift:
Intuitively, purchase consideration and intent metrics tend to increase by the number of times someone is exposed to an ad, while click-through rates often peak at the first viewing.
A statistical significant correlation accurately predicting average lift a marketer might expect when they run a video campaign was found (to 0.05). This of course is something that we’ve known time and time again, but showing it statistically with new studies only reinforces it.
Furthermore, the survey found that “each additional exposure of a video ad is likely to lift message association by an average of 3.46% over control, with diminishing returns kicking in at six, and “each additional exposure of a video ad is likely to lift purchase consideration by an average of 1.67% over control, with diminishing returns similarly kicking in at six.”
So to sum it up: the study shows that marketers are seeing an average lift of 4.3% in brand awareness and 11.6% in purchase intent, a quantifiable lift from video ads bought from leading exchanges and platforms.
You can read more about the study here.