The format of an online video ad and the context in which it appears impacts ad effectiveness metrics, according to Nielsen.
Teads worked with Nielsen to measure the impact of exposure to the inRead video ad format versus a skippable pre-roll video ad format. Nielsen created two mock-up ad environments, each featuring the same consumer electronics brand video ad, with different display and surrounding content.
The basis of the research was to understand which format drives advertisers main KPIs, including awareness, recommendation, favourability and purchase intent. In addition the study measured the impact of exposure to inRead video advertisements versus skippable pre-roll ad formats.
Respondents were asked 22 questions rating their perceptions of the ad after engaging with it. The inRead format which places video adverts within the heart of editorial content was compared to skippable pre-roll.
- One third of users shown adverts through the Teads formats said they were likely to purchase the advertised consumer electronics product compared to 20% of those who watched it through skippable pre-roll, an increase of 50%.
- This is even greater among viewers aged 18-34, where purchase intent increases by 74% compared to skippable pre-roll. Millenials also show a 60% increase in brand recommendation when viewing inRead.
- Additionally, inRead viewers were less likely to skip the ad, as it provided a more natural user experience.
The format in which an advert is delivered and the content that surrounds it is crucial to whether someone recommends a brand or buys a product. Brands are expected to spend $11.4 billion on online video advertising in 2016, and so it is essential to understand what can influence the effectiveness of these ads. Having a brilliant ad creative is important, but if it interrupts user experience then it can damage the reputation of the brand. Teads' inRead format offers a solution that places video ads in appropriate environments, allowing advertisers to increase their ROI.