Online video advertising has an exceptionally positive impact on brand metrics when combined with standard display advertising according to research released today by IAB Australia and Dynamic Logic. The research, which was conducted for Weight Watchers, found that the combination of online video with standard display resulted in unaided brand awareness rising by 38 per cent, compared with a 10 per cent increase for those exposed to standard display only and 20 per cent increase for online video advertising only.
The campaign also demonstrated the ability of online video advertising to impact brand metrics at much lower frequencies than standard display advertising. A 51 per cent increase in unaided brand awareness was visible at just two exposures to the video advertisements within this campaign.
This is consistent with Dynamic Logic’s MarketNorms database which shows video advertising achieves greater cut through at a single exposure than rich media advertising.
The research was conducted by Dynamic Logic using its AdIndex research application and focused on Weight Watcher’s brand platform “Approved by Life”. The project was facilitated by Weight Watchers’ agencies Tongue and BMF; while video inventory for the project was provided by ninemsn, Shespot, Sensis MediaSmart, Fairfax Digital, Yahoo!7, News Digital Media, and Multi Channel Network.
According to Paul Fisher, CEO of IAB Australia, the study is the first in a series of research projects commissioned by IAB Australia in 2010 as part of its commitment to building a body of research into online advertising effectiveness.
“While an extensive knowledge bank of the efficacy of online advertising exists globally, we still have a long way to go to build local evidence. Our objective is to produce quantitative proof for marketers that online video advertising enhances results and I hope this case study will encourage more advertisers to invest in online video creative and placements as marketers seek to engage and influence consumers online to obtain the most effective results from their advertising investment,” said Mr Fisher.
Reichel Cheslett, Weight Watchers online marketing manager welcomed the results noting that the study will allow marketers and advertisers to better understand what drives consumer purchasing consideration and intent online – particularly in the long tail.
“By applying brand based metrics, as opposed to acquisition metrics, this study has been invaluable in helping us to understand how to shift our perceptions of online advertising away from a traditional marketing campaign channel approach into a broader and more effective strategic approach. We have gained invaluable insights into online consumer purchasing consideration and intent and will be applying these learnings to future planning,” Ms Cheslett said.
Rupal Amin, Digital Media Director, Tongue commented: “Digital video plays a key role in branding and we recommend investing 10 per cent of client TV budgets into online video. We’ve found that support for this allocation is sometimes difficult to secure for all clients, as the traditional digital response metrics don’t often apply, so the timing of this study was perfect for us.”
Dynamic Logic’s Mark Henning concluded: “The Weight Watchers campaign clearly demonstrates the effectiveness of online advertising and the power of online video in influencing brand attitudes and perceptions. The results were consistent with our MarketNorms database and they provide a clear indication for advertisers that the most effective approach for building brands online is to start an online campaign with high impact video for reach, and follow it with standard display ads.”
The “Approved by Life” brand platform study targeted women open to diet and weight loss and weight management plans. A total of 2909 people were recruited for the survey as either control or exposed participants. Of the exposed sample of 1860 people, 62 per cent were women. The study exposed 50 per cent of exposed respondents to standard display advertising, 23 per cent to online video advertising, and the remaining 27 per cent to a combination of online video and standard display advertising.
‘Approved By Life’ is designed to reassure consumers that the Weight Watchers program can fit easily into their lives without eliminating the foods, such as chocolate, or celebration events that they love.
About the Interactive Advertising Bureau
The Interactive Advertising Bureau (IAB) is the peak trade association for online advertising in Australia. As one of over 25 IAB offices globally, and with a rapidly growing membership, IAB Australia’s principal objective is to increase the share of advertising and marketing dollars that interactive media captures in the marketplace.
Officially launched in October 2005 by Australia’s six major online publishers - News Digital Media, Fairfax Digital, ninemsn, Yahoo!7, Google and Sensis Media Smart - together with the Australian Interactive Media Industry Association (AIMIA), the IAB has four objectives:
- To develop, coordinate and promote industry standards and guidelines that make interactive advertising a simpler and more attractive medium for agencies, advertisers and marketers
- To prove and promote the effectiveness of interactive advertising to advertisers, agencies, marketers, and the press
- To be the primary advocate for the interactive marketing and advertising industry
- To expand the breadth and depth of IAB membership while increasing direct value to members
For further information about IAB Australia please visit: www.iabaustralia.com.au