Recent data from the IAB shows the rate of growth of digital display advertising continues to accelerate, in large part due to video (+33% year on year) and in particular smartphone video (+45% year on year). Video now accounts for over half of all smartphone display spend – a big vote of confidence in this format, but are advertisers right to put this level of trust in video ads?
A review of recent ODR Brand Impact studies certainly suggest they are. Across the 74 video campaigns in ODR’s ad effectiveness database, video demonstrates a significantly better brand impact than standard banner ads and it does so at each stage of the brand funnel.
Making the most of Video Ads
Remember though, not all video is equal. While the top 25% of video ads deliver brand metric uplifts 3-4 times that of an average display ad, bad video ads can actually have a negative brand impact. The bottom quartile of performers in our database offer no impact on Purchase Intent and a -1% point shift in Brand Consideration. If you’re going to invest video, make it count by…
Finally, whilst video is proven to impact brand affinity, its benefits can also be seen in discovery and search activity. The most common action seen in our top performing video ads is visiting an advertiser’s website, followed by conducting a brand search. Last click attribution still gives more credit to search than it perhaps deserves, and the power of video in driving consumers through the digital conversion journey shouldn’t be underestimated.