4 ms·

Which studies in particular?

by 467568985476 11y ago

nl 11y ago
Well there's one I'm involved with atm which is unpublished yet. But more broadly there are quite a lot of industry and industry-body sponsored ones, eg: https://www.thinkwithgoogle.com/articles/online-video-ads-drive-consideration-favorability-purchase-intent-sales.html https://www.thinkwithgoogle.com/articles/online-video-ads-dr... http://www.emarketer.com/Article/Mobile-Video-Ads-Lift-Brand-Metrics-Japan/1013426 http://www.emarketer.com/Article/Mobile-Video-Ads-Lift-Brand... https://scholar.google.com.au/scholar?hl=en&q=video+ad+exposure+buying+intent https://scholar.google.com.au/scholar?hl=en&q=video+ad+expos... will find more.
- shostack 11y ago
  Can you share any details of the study you are involved in?
  - nl 11y ago
    No details (embargoes etc), but the short version is that videos ads work.
    - thenomad 11y ago
      Interesting. Is that true even if you're only able to consider last-touch rather than the whole picture? (For example, if you're a performance marketer working on commission for leads or sales.) I've not yet seen spectacular results for video, speaking as someone in the above category (some of the time) but my hunch has long been it can be very effective.
      - shostack 11y ago
        I'd be shocked if this was the case given how much of video is pre-roll and the "view but don't click" nature of it. You'd have to have a pretty friggin' compelling CTA to get someone to click it and drop your cookie.
      - nl 11y ago
        We consider the whole picture, using paid participants and heavily instrumented browsers (including eye-tracking etc) on both mobile and desktop. Clearly there are still holes in the methodology, but it's at least as good as I've ever seen done.
    - shostack 11y ago
      Now you've piqued my interest as I'm in the middle of ramping up for a product-focused video ad test. Any other hints you can share without violating agreements on the path to success and measuring success?

4 ms·

Which studies in particular?

by 467568985476 11y ago

Which studies in particular?

nl 11y ago
Well there's one I'm involved with atm which is unpublished yet. But more broadly there are quite a lot of industry and industry-body sponsored ones, eg: https://www.thinkwithgoogle.com/articles/online-video-ads-drive-consideration-favorability-purchase-intent-sales.html https://www.thinkwithgoogle.com/articles/online-video-ads-dr... http://www.emarketer.com/Article/Mobile-Video-Ads-Lift-Brand-Metrics-Japan/1013426 http://www.emarketer.com/Article/Mobile-Video-Ads-Lift-Brand... https://scholar.google.com.au/scholar?hl=en&q=video+ad+exposure+buying+intent https://scholar.google.com.au/scholar?hl=en&q=video+ad+expos... will find more.
- shostack 11y ago
  Can you share any details of the study you are involved in?
  - nl 11y ago
    No details (embargoes etc), but the short version is that videos ads work.
    - thenomad 11y ago
      Interesting. Is that true even if you're only able to consider last-touch rather than the whole picture? (For example, if you're a performance marketer working on commission for leads or sales.) I've not yet seen spectacular results for video, speaking as someone in the above category (some of the time) but my hunch has long been it can be very effective.
      - shostack 11y ago
        I'd be shocked if this was the case given how much of video is pre-roll and the "view but don't click" nature of it. You'd have to have a pretty friggin' compelling CTA to get someone to click it and drop your cookie.
      - nl 11y ago
        We consider the whole picture, using paid participants and heavily instrumented browsers (including eye-tracking etc) on both mobile and desktop. Clearly there are still holes in the methodology, but it's at least as good as I've ever seen done.
    - shostack 11y ago
      Now you've piqued my interest as I'm in the middle of ramping up for a product-focused video ad test. Any other hints you can share without violating agreements on the path to success and measuring success?