New York—Online ads using audio and video have a higher impact on brand awareness at a lower frequency exposure than other standard online ad formats, according to a study by Dynamic Logic.
The study, based on an analysis of Dynamic Logic’s MarketNorms database, found that one exposure to an online audio/video ad increased brand awareness by 10 or more percentage points.
Dynamic Logic compared the impact of audio/video ads and standard online ad units on brand awareness at different frequency levels. Using 10 or more frequency exposures, 468x60 banners achieved a 6-point gain in brand awareness, while skyscrapers required only 6 or more exposures to achieve an 8-point gain in brand awareness.
Exposure to video ads also resulted in increases to the following metrics: Message association (14.4 points), brand favorability (5.0 points) and purchase intent (4.8 points).