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What the Best Online Video Ads Have in Common
Dynamic Logic has released a report that tested 108 online video ads for their effectiveness and came up with some insight into some of the qualities that can help marketers create top-performing spots.
According to an article in Ad Age, the study, which polled 125,733 respondents, found that in the best ads had the brand front and center in the spot's creative, used the interactive nature of the Web to give their audience useful links and tips, and could be easily translated into static offline ads.
The least effective ads, which weren't necessarily engaging or relevant, also shared some traits. Often it wasn't clear what exactly was being advertised and marketers may not have considered that many people don't turn on the sound on their computers -- meaning that a punch line or catchy jingle wouldn't register with all viewers.