OPA study examines online video ad effectiveness

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New York—Online video ads are proving effective in improving brand attributes and direct response, according to a new study by the Online Publishers Association.

The study was based on an online survey of 1,422 online video users.

It found that 30-second video ads created a 30% lift in ad relevance and a 23% lift in brand consideration.

It also found that of the 80% of viewers that have watched a video ad online, 52% have taken some sort of action, including checking out a Web site (31%), searching for more information (22%), going into a store (15%) or making a purchase (12%).

Also, of users who made a purchase in the last month, 48% said the Internet drove initial awareness, 57% said they learned more using the Internet, 55% used the Internet to decide where to buy and 56% made the final purchase decision using the Internet.

—Kate Maddox

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