We recently talked about how having a video go viral for the online marketer isn't anywhere near enough to do the job that we've set out to do.
It's already been proven that people can get others to watch online video and share it with others; whether it's through user-generated or professionally made content.
Like we talked about with viral marketing and branding, a study by Dynamic Logic confirms that effectiveness of an ad is directly connected to those talking about it not being able to describe the video without mentioning the brand.
There's a huge difference in brand awareness with 37.8 being effective on the top end and the bottom-dwellers having almost recollection to the viewers.
What Dynamic did was to show 108 video ads where they measured the reaction of the 125,733 people watching them. Ad Age reported that the categories included "entertainment, consumer package goods and automotive."
The ads that worked the best?
1. The brand was the center of the ad. It's wrapped in with the commercial in a way that is about impossible to tell someone about it without referring to the brand.
2. Ads that included the interactive strength of the web worked far better. This included links that directed viewers to other related information.
3. Video that had other static connected ads showing while playing worked great. If there was an offline element of the campaign included, those that corresponded with them closely performed the best.
One major mistake marketers made was many ads didn't take into consideration that a number of people don't turn on their sound when surfing online. Probably one of the reasons static ads worked good alongside the video ads.
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