By Anubhav Goyal: Digital video advertising offers brands a dynamic way to engage their online audience and establish a brand presence. According to online video provider Eyeview and travel site KAYAK, personalized video ads can have positive brand-boosting effects for advertisers. To test whether personalized online video ads had a brand impact, Eyeview split respondents into two groups. The first group was shown a generic KAYAK ad; the second a more personalized, localized ad featuring real-time flight deals for their local airport. The study found online video ad personalization and relevancy resulted in a 37% lift in reported purchase intent, a 100% lift in brand favorability and 73% lift in brand loyalty. Clearly, personalization can increase the ability to remember and relate to online video ads, ultimately creating a more powerful branding effect. Overall, respondents were generally receptive to the personalized video ads. When asked to rate their perception of the personalized video ad on a Likert Scale, 66% felt positively about the ads while only 12% had negative sentiment about ad relevancy. Twenty-two percent were neutral. Read Full: Internet users receptive to relevant ads !
Saturday, 7 January 2012
Internet users receptive to relevant ads !
By Anubhav Goyal: Digital video advertising offers brands a dynamic way to engage their online audience and establish a brand presence. According to online video provider Eyeview and travel site KAYAK, personalized video ads can have positive brand-boosting effects for advertisers. To test whether personalized online video ads had a brand impact, Eyeview split respondents into two groups. The first group was shown a generic KAYAK ad; the second a more personalized, localized ad featuring real-time flight deals for their local airport. The study found online video ad personalization and relevancy resulted in a 37% lift in reported purchase intent, a 100% lift in brand favorability and 73% lift in brand loyalty. Clearly, personalization can increase the ability to remember and relate to online video ads, ultimately creating a more powerful branding effect. Overall, respondents were generally receptive to the personalized video ads. When asked to rate their perception of the personalized video ad on a Likert Scale, 66% felt positively about the ads while only 12% had negative sentiment about ad relevancy. Twenty-two percent were neutral. Read Full: Internet users receptive to relevant ads !