Online Video Ads Achieve Greater Branding

Video Ads Achieve Greater Branding Impact With Fewer Impressions According to analysis of Dynamic Logic's MarketNorms® database, online ads using audio and video achieve a greater impact on Brand Awareness at a lower frequency exposure frequency than other standard online ad formats. In fact, exposure to audio/video ads increases Brand Awareness by 10.0 percentage points.

For 468X60 banners, using 10+ frequency exposure achieves a 6-point gain in Brand Awareness; while for skyscrapers, it takes 6+ units to achieve an 8-point increase in Awareness. Large rectangles/squares come closest to matching the impact of 1 video unit with a frequency level of 3.

Previous Dynamic Logic research has shown that, on average, online video campaigns positively impact core branding metrics. While video units are still a relatively new online ad format, exposure to video ads has resulted in significant increases in other metrics as well: Message Association (+14.4), Brand Favorability (+5.0) and Purchase Intent (+4.8).