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YuMe Millward Brown Creative Best Practices July 201
YuMe Millward Brown Creative Best Practices July 201
YuMe Millward Brown Creative Best Practices July 201
C R E AT I V E B E S T P R A C T I C E S A N D M E D I A TA C T I C S F O R O N L I N E V I D E O
In-stream video formats are typically more effective than in-banner formats
In-Stream vs. In-Banner
7.3*
Percent Impacted
In-Stream In-Banner
4.4* 2.9*
2.2*
Online Ad Awareness
Message Association
Brand Favorability
Purchase Intent
*Statistically significant difference between control and exposed group at a 90% confidence level Source: Dynamic Logics MarketNorms, Full dataset through Q2/2012; In-Stream Videos N= 47 campaigns, n= 60,842 respondents; In0Banner N= 447 campaigns, n= 478,655 respondents; Percent Impacted = Exposed - Control
In-stream video tends to outperform other media, especially in building awareness and favorability
Ad Format
7.3*
In-stream Video Rich Media (no video) Flash
5.3*
Percent Impacted
2.9*
3.7*
3.8*
2.5*
3.1* 2.1*
1.9*
2.3*
1.4* 1.2*
1.3* 1.3*
0.9*
Online Ad Awareness
Message Association
Brand Favorability
Purchase Intent
* Statistically significant difference between control and exposed group at a 90% confidence level Source: Dynamic Logics MarketNorms, Full dataset through Q2 2012. In-stream Video N = 47, n= 60,842 respondents; Rich Media N = 2,700, n= 3,078,725 respondents; Flash N = 2,720, n= 3,410,360 respondents. Percent Impacted = Exposed - Control 4
Short-form video ads are typically more memorable, but long-form is better for awareness
84% 74%
15sec 30sec
Length
5.5* Percent Impacted 5.1* 2.8* 4.4* 2.1*
Completion Rate
2.3*
2.7*
1.6*
1.4*
1.3*
Online Ad Awareness
Message Association
Brand Favorability
Purchase Intent
* Statistically significant difference between control and exposed group at a 90% confidence level Source: Dynamic Logics MarketNorms, Full dataset through Q2/2012; Video: A/V Length (11-20 seconds) N= 249 campaigns, n= 280,939 respondents; A/V Length (21 - 30 seconds) N= 132 campaigns, n= 147,692 respondents; Percent Impacted = Exposed Control Completion Rate Source: YuMe, 100% completion rates based on Q3-4 2012 benchmark data. 5
Interactivity
3.0*
Interactive Non-Interactive
Percent Impacted
0.8*
0.7*
Online Ad Awareness
Message Association
Brand Favorability
Purchase Intent
*Statistically significant difference between control and exposed group at a 90% confidence level Source: Dynamic Logics MarketNorms, Last 3 Years, Q2/2012; Interactive N= 444 campaigns, n= 432,206 respondents; Noninteractive N= 309 campaigns, n= 309,935 respondents; Percent Impacted = Exposed Control Interaction Rate Source: YuMe Q3-4 2012 benchmark data. 6
Additional exposures help to build awareness, but do not necessarily build purchase intent
Exposure Frequency
Percent Impacted
1-2 3+
0.1
Purchase Intent
-0.2
* Statistically significant difference between control and exposed group at a 90% confidence level Source: Dynamic Logics MarketNorms, Last 3 Years, Q2/2012; Repurposed Video Frequency (1-2) N= 84 campaigns, n= 92,673 respondents; Repurposed Video Frequency (3+) N= 39 campaigns, n= 44,367 respondents; Percent Impacted = Exposed Control 7
Demo targeting helps repurposed video ads deliver towards brand awareness and breakthrough goals
Demo Targeting
5.7*
Percent Impacted
Out of target (demo) In-target (demo)
0.9*
1.2*
Online Ad Awareness
Purchase Intent
* Statistically significant difference between control and exposed group at a 90% confidence level Source: Dynamic Logics MarketNorms, Full dataset through Q22012. Video In- Demo Target N= 344 campaigns, n= 241,355 respondents; Video Not-in-demo target N = 282 campaigns, n = 309,070 respondents Percent Impacted = Exposed - Control 8
Branding
Percent Impacted
0.9*
0.6
0.4
Purchase Intent
-1.1*
* Statistically significant difference between control and exposed group at a 90% confidence level Source: Dynamic Logics MarketNorms, Full dataset through Q2/2012; Repurposed Videos, Logo Presence (100%) N= 52 campaigns, n= 55,460 respondents; Logo Presence (Partial) N= 37campaigns, n= 45,893 respondents; Percent Impacted = Exposed - Control 9
Web original video creative tends to perform better on most brand metrics, particularly persuasion
Content Source
4.0*
Percent Impacted 2.4* 0.8* 2.9* 1.8* 1.5* 1.8* 1.2* 0.4 0.2
Web Original Repurposed
Online Ad Awareness
Message Association
Brand Favorability
Purchase Intent
* Statistically significant difference between control and exposed group at a 90% confidence level Source: Dynamic Logics MarketNorms, Last 3 Years, Q2/2012; Overall Web Original N= 218 campaigns, n= 220,681 respondents; Overall Repurposed N= 90 campaigns, n= 102,273 respondents; Percent Impacted = Exposed - Control 10
keep
cut
3rd party or competitor
add
+
Product shots and similar branded elements Human presence, especially for niche audiences Primary messaging
Source: Dynamic Logic Market Norms., Q2 12. Please note that recommendations refer to typical video performance and are not intended as a guarantee of in-market performance. 11
Original and enhanced versions of a repurposed video ad were copy tested to determine the impact of interactive content
Original Repurposed Video n=100 respondents Interactive Repurposed Video n=100 respondents
Interactive elements were fully functional in the survey environment and linked to product sites
13
Preroll
14
Insync
15
Adding interactive content can provide an opportunity to increase the brands presence
Branding
33
37 C 27
Repurposed Video (A) Interactive Repurposed Video (B) Digital Video Copy Testing Norm (C)
16
By captivating attention just the presence of interactive elements, may be enough to increase engagement
Having seen the ad, how likely would you be to .
33 AC 21 18 13 20 C 12 9 20AC
10
Click on the ad
17
Well branded interactivity may even increase the persuasive power of repurposed ads for low consideration items
Persuasion
11 A
10 A
2
Much more likely to try brand again
Repurposed Video (A) Interactive Repurposed Video (B) Digital Video Copy Testing Norm (C)
A/B/C = Significantly higher at the 90% confidence level
18
By making it the center of attention, visual enhancements could potentially improve a repurposed videos communication ability
Original Repurposed Videos 4 tested n=100 respondents each Visually Enhanced Repurposed Videos 4 tested n=100 respondents each
YuMes InSynch solution can expand a repurposed ads content beyond the video borders and utilize the companion banner as a synchronized second video player
19
Visual enhancements have the potential to help ads capture and maintain consumers attention
Engagement
52 57 C 63 C 52 70 AC 49
Stopping Power
Active Involvement
Repurposed Videos (A) Visually Enhanced Repurposed Videos (B) Digital Video Copy Testing Norm (C)
A/B/C = Significantly higher at the 90% confidence level
20
Visual enhancements are novel and engaging but run a slight risk of adverse effects if not executed correctly
Active Involvement Factors
58 AC 48 48 56
62 AC
58
50 C
54 C 41 14.0
13.0
10
Involving
Repurposed Videos (A)
Unique
Interesting
Irritating
Digital Video Copy Testing Norm (C)
21
Key Takeaways
Repurposed TV advertising can sometimes lack stopping power in online environment, but Steps can be taken to improve the performance of repurposed video including adding interactivity
Add strongly branded interactive elements to a repurposed TV ad Including interactive elements increases brand breakthrough and awareness
:15 are more memorable and achieve higher VCR :30 are able to convey more complex messages and move lower funnel metrics
22