Posted on 17 October 2010.
Video campaigns that combine pre-roll and banner ads deliver the highest recall rates, according to research from Sky, the IAB and media research agency Decipher.
The UK study, conducted over 12 months, examined the branding effectiveness of five online video ad formats against short-form content.
Of the 6,000 respondents interviewed, nearly half (47%) recalled ads which used a combination of pre-roll and banners, although 44% said they remembered the ad when pre-roll alone was used.
The research tracked 24 campaigns from 11 brands in FMCG, finance, motoring, technology and travel sectors across Sky Sports and News, Sky 1, Sky Showbiz and non-branded sites Golf 365 and Planet Rugby.
Five video ad formats were examined. Of the 2,400 people who recalled a video ad, 6% claimed they then clicked through to make an immediate purchase, while over half (54%) said they either delayed purchase or wanted to investigate the brand further in their own time.
Dwell time is highest on branded video players, according to the research, which in turn deliver better direct response, with an average 1.23% click-though rate across all campaigns. Pre-rolls combined with companion banners generated a 0.89% click-through rate, followed by post-roll at 0.83% and pre-roll on its own at 0.77%. Overlays were the least effective, averaging a 0.16% click-through rate.
Quality content remains a key driver of ad performance, according to the study, with 10% of respondents more likely to remember the ad if they enjoyed it.
Viewers are least tolerant of ads around user-generated content, with 83% of those who recalled ads saying they found them inappropriate around content posted by others.
Almost half of those who recalled ads (47%) said they were appropriate around entertainment clips, and 46% around TV programmes.
Over two-fifth of respondents (44%) said they recalled ads at work, compared to 39% who recalled them at home. However, click-through rates were higher at home, with respondents saying they’re more willing to alter their online journey when at home relaxing.
Users’ journey to content was also found to affect brand recall, with over half (53%) recalling an ad when directed there from a specific link, while just under half (48%) remembered ads when looking specifically for certain content. Nearly a third of users (39%) recalled an ad when they were just browsing content.
Read more at UK Marketing Week.