CNN: “Visitors allow Video Ads to play in their entirety”
CNN has just issued a report of a study that shows that the majority of visitors that let a video ad play watch it in its entirety.
For the study, CNN.com examined video ads in three categories: financial services, telecommunications, and luxury cars. The study concluded that 99 percent of visitors to the site allowed the entire 30-second financial services ad to play, while 87 percent did so for telecom ads and 86 percent did so for luxury car ads.
99 percent! Well, this shows that financial services video ads are definately an attention holder!
The study states that it does not neccesarily indicate that those users actually sat and watched the ads, simply that they did not turn them off.
Here’s the part that reinforces some theory I’ve been working with lately:
CNN also conducted panel-based research into brand awareness and ad recall, concluding that combining video ads and banner ads boosted both brand perception and ad memory. Ninety-two percent of respondents exposed to financial services ads recalled them correctly when video was present, as did 87 percent of respondents shown car ads and 88 percent of those shown telecom ads.
This shows that if you’re going to do video ads, you need to also do correlating banner ads in order to maximize brand recall.
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