There are many reasons to attend OMMA Global in San Francisco this week, but in case you’re still on the fence, we want to add one more to the list.
Now we may be a little biased, but we genuinely think that the results of the research we will share at OMMA Global will be of real value to brand owners and agency folk who are trying to maximize brand lift through rich media advertising.
Without giving too much away, I can tell you that we have the results of a serious large-scale, lab-based research study that took months of energy and effort from comScore, our team and six major advertising partners. In fact, with more than 14,000 respondents, this is the largest study of its kind that comScore has ever conducted.
So while you’ll have to come back on Wednesday to read the results, we thought we would explain a little more about why we decided to do this. First, let’s take a quick look at what has been published to date on the impact of video advertising and any gaps that may exist.
Insights on click-through, hover and engagement: In its global benchmark report, Eyeblaster looks at dwell time of different size banners with and without video, concluding that “video increases dwell rate by 20% and doubles dwell time.” In 2007, DoubleClick published its Video Ad Benchmarks: Average Campaign Performance Metrics which explores interaction rates and click through rates across 300 video campaigns.
Our take: While these behavioral metrics are interesting, they are more applicable for advertisers who are purchasing rich media on a CPM basis and leave questions for those focused on engagement metrics.
Insights on brand Impact benchmarks: Dynamic Logic’s robust MarketNorms database can provide a wealth of industry insight on aggregate campaign metrics and EyeWonder utilized MarketNorms to look at the average brand lift for campaigns, comparing its technology to its competitors. Dynamic Logic also published aggregate brand lift results of rich media with and without video compared to standard flash campaigns.
Our take: While this kind of analysis helps explain in aggregate the relative strength of ad types, it doesn’t control for the impact of advertiser and creative executions and therefore leaves important questions on areas such as the relative impact of ad format, unanswered.
Insights on the impact of context: The OPA recently published an analysis of average brand lift among content sites (OPA member sites) vs. portals and ad networks using Dynamic Logic’s MarketNorms data. It found that in aggregate, content sites generated higher brand lift than ad networks and portals.
Our take: An interesting study that caused a lot of conversation. Unfortunately, it did not control for a number of areas including the quality of the creative, rich media video ad executions or the differential in CPMs that these premium content sites command. This left important questions such as – Is a 20% lift in ad awareness really worth a 10x CPM premium?
Reading through the summary above, you probably have good idea of the areas we cover, but if you’re still curious, here’s a breakdown of the specific questions we plan to tackle:
- How do VideoEgg ad units (both AdFrames and Video Interstitials) compare to the impact of standard banner ads on brand lift?
- How does performance change with ad engagement?
- Can a great ad unit perform well regardless of environment?
As for the results, please contact firstname.lastname@example.org, if you’d like to attend our session (Lunch & Learn at 1pm, Nob Hill Room at OMMA Global in SF) to hear us discuss the results and their implications. We will also be sharing them here on Wednesday. Hope to see you then…
By Michele Madansky, Research Consultant