SYDNEY: Online video advertising can increase brand awareness by 51% after just two exposures to video ads, according to a report released today (17 May).
The study found online video advertising had a positive impact on brand metrics, increasing by 20% compared with standard display which increased brand metrics by 10%. Combining the two formats increased brand awareness to 38%.
The research was conducted by IAB Australia and Dynamic Logic for Weight Watchers, in conjunction with its agencies Tounge and BMF, and used a 2909-strong sample.
It is the first in a series of research projects commissioned by IAB Australia this year to create a local bank of evidence about the effectiveness of online advertising.
Weight Watchers online marketing manager Reichel Cheslett, said the study had 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".
Tongue digital media director Rupal Amin, said digital video plays a key role in branding.
"We recommend investing 10% of client TV budgets into online video."
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