Dynamic Logic/Millward Brown just presented some interesting results of research they recently completed:

As the graphic above shows - all video ads are not created equal. But if done correctly, online video can be monetized very successfully.

According to Dynamic logic, the most effective online ads require the following:

• Creative intrinsically related to the brand - e.g. integrated into the storyline.
• Leverage unique features of the net to create an interactive experience.
• They must be enjoyabnle and entertaining
• Content needs to be synergistic with offline marketing efforts
• The message of the brand must remain constant through companion ads.

As a whole they broke it down to the acronym LEGS: Laugh out loud funny, Edgy Gripping and Sexy. Online video ads can push the envelope a little more than traditional marketing and are they are rewarded for ingenuity.

Millward Brown also discussed their CTV-1 study in which 3,030 people viewed a specific tv show in one of three specified viewing environmnets (live TV / VOD / Online) and then was surveyed to determine engagement afterward.

The Results:

• Live TV and VOD viewers were equally likely to be focused on a show. Online viewers were most engaged, least likely to multi-task.
• DVR viewers skipped through the ads by fast forwarding, online users did not.
• Live TV & VOD users were equally likely to remember the ads - DVR viewers apparently noticed the ads even while fast forwarding through them.
• Those that viewed content online were most likely to remember it, likely due to the frequency to viewing the brand advertisement. Online viewers were also most favorable to the brand.

This entry was posted on Thursday, June 28th, 2007 at 1:40 pm and is filed under Video Portals, Video Research, advertising. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.