Video-intensive ads drive brand engagement

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Boston—Advertising that contains a video component is a potent driver of viewer engagement, according to research conducted by interactive agency Digitas and research company Harris Interactive. According to an online poll (conducted in March with 2,211 respondents), 46% said they would be somewhat likely to look up details about a new brand or product after seeing it mentioned in an online video while 49% of those who follow brands on social networks said if a brand they follow posts a video online, they are at least somewhat likely to click on the link to watch it and learn more. The combination of video and social sharing was particularly pronounced in the study. Half of those who watch videos posted online by their social network contacts said that if they enjoy watching a video they usually share it with three or more others.
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