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Online video advertising is proving to be an effective method of persuading consumers to visit websites, go to a store, or make a purchase, according to a new study from the Online Publishers Association.

Of the 80 percent of consumers who have watched a video ad online, 52 percent took some sort of action: 31 percent checked out the website, 22 percent searched for more information, 15 percent went to the store, and 12 percent made a purchase, the study found.

Visitors to media sites, such as those operated by a magazine, newspaper, cable, broadcast or internet only retailer, were more inclined to take action upon viewing a video ad than visitors to portals and user generated content sites. Furthermore, if the consumer had a prior brand affinity toward an advertised brand and liked the video content, brand consideration jumped 61 percent.

If the consumer's initial attitude toward the brand was neutral or negative, but they liked the video content, brand consideration still rose 21 percent. The length of a video ad, 30 seconds versus 15 seconds, also plays a role in whether a consumer takes action. There was a 30 percent lift in ad relevance and a 23 percent rise in brand consideration when 30 second ads were used.

The study also underscored the important role of the Internet in the purchase process. Of consumers who made a purchase within the past month, 48 percent said the Internet drove their initial awareness, 57 percent said they learned more using the Internet, 55 percent used the Internet to decide where to buy, and 56 percent made the final purchase decision using the web.

Article ID: 297