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Article: Online video ads prove effective; Advertisers see lift in brand awareness, message association, purchase intent.(Advertising)
- Article from:
- BtoB
- Article date:
- January 17, 2005
- Author:
CopyrightCOPYRIGHT 2005 Crain Communications, Inc. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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Byline: KATE MADDOX
Online video ads are proving to be successful for b-to-b advertisers as the technology advances and more marketers and publishers embrace the medium.
According to a study released last month by Internet research company Dynamic Logic, ads that use audio and video have a higher impact on brand awareness at a lower frequency exposure than other standard online ad formats.
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 percentage points.
It took many more exposures of other online ad formats to gain a lift in ...