31st August 2009
Ad+Demand in-video advertising platform delivers significant increases to brand awareness and purchase intention.
Extensive, lab based, user testing conducted during April – May 2009 has shown Ad+Demand contextual in-video advertising delivers a clear (and statistically significant) lift on pre-roll advertising, delivering better memory effects and higher purchase intention.
The one-on-one user testing was conducted in the USA across 63 panellists all of whom were men aged between 19-50 with a median income of $26K per year. Half were sports fans. Each user was individually taken through 12 advertising treatments of 4 major brands (a total 48 advertisements) which were displayed during basketball content.
Users were tested on qualitative aspect of the different Ad+Demand advertising formats (banner, super transparency, flyout) when aligned to an event within the video such as a 3-pointer, slam dunk, free-throw and steal, and their accretive value to a pre-roll advertisement.
Some users were “wired” to test their biometrics: sweat, eye gaze, heart analysis, to support the analysis. The research has provided very positive indicators that the Ad+Demand process of aligning messages to emotional events within sport such as a 3-pointer has lifted awareness and recall of message content significantly with the key takeaways being:
1. Weighted Purchase Intention: The Ad+Demand process of pre-roll+transparency (42.8% predicted probability of purchase), pre-roll+flyout (42.4%) and pre-roll+banner (39.6%) showed significant lifts over pre-roll alone (26%);
2. Unaided Brand Recall: The Ad+Demand process of pre-roll+transparency (65% unaided brand recall), pre-roll+flyout (52%) and pre-roll+banner (58%) showed significant lifts over pre-roll alone (31%);
