Web Video Offers Some Huge Brand Building Opportunities

Can a brand be built using nothing more than online video?

After one month, the results from the HoodieBuddie brand lift study conducted by Vizu imply they can. With the help of companies like ScanScout, BBE, and YuMe, HoodieBuddie realized a:

• 205% increase in brand awareness, which is significantly higher than the average 18.7% seen in comparable Vizu brand lift studies
• 76% increase in purchase intent, far exceeding the 12.1% lift that Vizu typically sees in campaigns of this nature
• 62% increase in daily sales (when comparing pre-campaign sales to post-ad campaign sales)

In terms of creative format findings, it was discovered that the 15-second pre-roll ad generally out-performed the 30-second spot in driving brand awareness, but the 30-second spot generally out-performed the 15-second video ad in increasing purchase intent. There also appeared to be minimal ad fatigue among viewers – even after 10+ exposures – as evidenced by an increase in brand awareness as ad frequency increased.

The HoodieBuddie campaign generated tremendous brand lift, showing that these video ad networks are among the best in the game at moving the needle for brand advertisers,” said Dan Beltramo, CEO of Vizu. “Given the wide swath of advertising we measure and help our customers optimize, I’m comfortable saying this campaign was an unmitigated success.”

Source: YUME, Research Study Led by Digital Brand Advertising Effectiveness Firm Vizu Demonstrates How Effectively Video Impacts Brand Awareness and Purchase Intent