The latest outstream digital video ad formats are outperforming traditional instream formats in a market where recall is falling, says a Millward Brown Digital study commissioned by TEADS.
The study found that consumers watch outstream video ads for 25% longer than instream, while 42% of respondents who viewed outstream online ads were aware of the brand measured in the study compared with only 6% who saw the ad for six seconds or less. Strikingly, nearly two-thirds of respondents who were exposed to outstream formats were aware of the ad upon video completion compared with 12% in the six seconds or less category.
The survey also found that outstream formats created a 10% lift in brand awareness of the ad versus instream, and when looking at ad effectiveness metrics such as brand favourability, outstream video ads generated a greater lift over time compared with instream. Outstream formats were also found to have provided a more impactful advertising experience and were more effective across ad awareness, message association, brand favourability, and purchase intent.
One of the most interesting findings thrown up was that when shown an ad for six seconds or less, just 6% of consumers could recall the brand shown.
This, said Teads, throws into question the MRC/IAB's definition of a video ad 'view' as 50% of the ad in view for at least two seconds. For brands to build awareness and increase associations, consumers need more exposure to a video ad, the company said. Moreover it suggested that the MRC/IAB's two-second threshold is not sufficient for brand-building, commenting that it takes time within an ad to build awareness and increase associations.
"The importance of the user experience with video advertising cannot be ignored," said Bertrand Quesada, CEO, Teads. "This study proves that outstream formats like our inRead are extremely effective and user-friendly video formats that drive a more meaningful advertising experience for consumers, publishers and brands alike. We're excited to continue to pioneer this innovative format within the video advertising industry."