A comScore study commissioned by the Fox Networks says that in the U.K. video advertising is effective at driving “significant uplift.” Looking at four campaigns across Travel, Finance, Government and Utilities sectors over a four-week period, it showed users were seven times more likely to visit a site after seeing a video ad compared to a display ad, and three times more likely to research a brand.
Additionally, the study said that those exposed to video were 28 percent more likely to visit a brand site and roughly twice as likely to do a search.”Confirming expectations and previous industry understanding, video was able to generate a more immediate impact in the first five exposures than display ads in terms of increases in site visitation and search queries,” said the study’s authors [thanks MediaPost].
“This research centers on consumer behavior proxies that are better placed to reflect communication goals, defining success based on a mix of visitation, engagement and search behavior across a four-week period,” said Anthony Rhind, Global co-CEO of Havas Digital, which sponsored the study.
Considering that video games are of course a visual medium, game marketers should take note. Video ads could help boost a campaign’s effectiveness.
