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Introduction

For our latest research, we joined forces to combine Dynamic Logic to answer a longstanding question we hear from brands and marketing agencies: "should I repurpose my 15 and 30-second television ads or make custom creative for the Web or both?"

Methodology

All advertising metrics included in this study are standalone video ads run in display units (i.e. 300x250 ad units); in-stream advertising was not included. Purchase intent and advertising effectiveness metrics come from Dynamic Logic's MarketNorms database, which aggregates post-campaign polling data from over 4,850 top brand campaigns, the largest database in the market. Viewership and engagement analytics on video consumption come from TubeMogul PlayTime's real-time analytics platform, with a sample that spans 19.7 million views from 100 top brand campaigns.

Why Video?

First off, why video? To advertisers, video presents an advertising format that is superior in effectiveness to other mediums. According Dynamic Logic, video advertising -- both display and pre-roll -- leads to purchase intent for 1.4% of all viewers that saw an ad, a number that's grown for three consecutive quarters and is more effective than other mediums.

Creative: Custom or Repurposed TV?

There is no one superior production format, it turns out; repurposed TV spots typically result in higher impact on awareness metrics, while made-for-web video content more ably persuades its viewers.




In particular, targeted consumer segments, Women, and Ages 18-34 exhibit particularly positively impacted Purchase Intent when exposed to custom video content.




The ability of Made-for-Web video to impact persuasion is particularly evident among women:




At the highest level, repurposed TV generally has a slightly higher completion rate. More importantly, however, more viewers are lost due to exiting repurposed ads than from made-for-web content, likely because they are less engaged and do not find it as valuable.

Optimal Ad Length

When length is factored in, medium length video ads outperform both longer and shorter videos in terms of completion rates, regardless of production format, length or industry category. This is true both for television ads, where 30-second ads perform better than 15-second spots, and made-for-web content, where 60 seconds to 1:30 has the highest

Works Cited:

• TubeMogul's patent-pending video tracking technology.