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Online video ads need to be noticed
Many online marketing professionals are rushing towards internet video advertising as the latest way to promote their commercial websites - however, not all video ads are created equal, a new report warns.
Data from Dynamic Logic showed that although including video in digital marketing campaigns was generally a positive move, there was a wide variance in results depending on how memorable the campaigns were.
In order for internet advertising to raise awareness for a brand and persuade customers to buy, the most important thing is for the advert to be noticed, the firm said. The most-noticed video adverts were found to be much more effective in boosting purchase intent, brand favourability, brand awareness and other factors.
In the most-noticed video ads, the advert was linked intrinsically to the brand, the content was synergistic with offline efforts and the unique features of the web were used for an interactive experience.
Adverts that were the least-noticed, however, were unclear about what was being advertised, did not engage and establish relevance quickly and contained catchy jingles or songs that would be missed by viewers with the sound on their computer turned off.
"The ultimate goal of advertising is to change or reinforce behaviour and attitudes about the brand, either immediately or at some point in the future, so online video ads need to communicate something that reinforces brand usage or differentiates it from competitors," the report concludes.
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