All Online Video Ads Are Not Created Equal
As marketers and media companies try to better utilize online video advertising to communicate with consumers, research is starting to identify what works and what doesn’t creatively. Our November 2006 Beyond The Click® demonstrated the power of online video campaigns in their ability to positively move all branding metrics compared to overall MarketNorms®. With more data, we begin to see a wider range and variance in effectiveness. While video norms in general are positive, there are some dramatic differences in the results of the most memorable and least memorable video campaigns.
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