By Chris Sturk • 07/20/2011
Do you know which video ad types are the best?
Marketers who want to incorporate video ads into their promotional campaigns have a lot of options in today’s digital landscape.
Due to the popularity and options surrounding video ads, many content marketers who are new to using online video may not know where to start. For instance, which type of video ads is most memorable to viewers? Which type helps with purchase decisions? A recent article from eMarketer sheds light on these questions.
Which ad format should you use?
In the eMarketer article, the ad formats that US video viewers recall seeing the most while watching online videos were reported.
The most popular, which 53% of people remembered the most, was pre-roll, mid-roll and post-roll video ads. Banner ads came in second with 35% of respondents remembering it. Overlay ads (20%) rounded out the top three.
The rest of the list looks as follows:
-Video banner ads (13%)
-Pop-up ads (11%)
-Expandable banner ads (9%)
-Pop-up video ads (8%)
-Expandable video banner ads (6%)
As you can see, pre-roll, mid-roll and post-roll video ads were the most memorable ad format for online video watchers.
Effects of seeing online video ads
Out of the video viewers who were exposed to pre-roll, mid-roll and post-roll video ads, 48% remembered the brand or product involved. Beyond that, 20% took action as a result of the ad and 6% reported the ad helping with a purchase decision.
Pre-roll, mid-roll and post-roll were the most memorable ad format, with sponsorship close behind at 47%.
However, pre-roll, mid-roll and post-roll weren’t the most successful at getting people to take action as a result of the ad or help in the purchase decision.
When it came to persuading actions as a result of the ad, expandable video banners were the most successful with 39% citing it. For helping with the purchase decision, expandable video banners were also at the top, with 21% citing it.
To sum this all up, when it comes to online ads, the component of video is present in the most popular formats: expandable video banners for helping with actions and purchases, and pre-roll, mid-roll and post-roll video ads were recalled the most by viewers.
For more on this data, take a look at the article from eMarketer.
Posted in Content Marketing Strategy