Videology Analysis Explores What It Takes to Shift Brand Loyalty
- Video Ad Exposure Shown to Convert Competing Brand Users to the Advertised Brand
- Optimal Frequency Levels Show Clear Correlation to "Intent to Purchase" Scores
NEW YORK, June 27, 2012 /PRNewswire/ -- Videology—a digital video advertising platform and solutions provider—released an analysis today focusing on the influence of ad exposure frequency on consumer purchase intent. The analysis confirmed and quantified that optimal ad exposure levels clearly drive intent to purchase scores for a CPG brand—even among competing brand users.
"While it's tempting to assume that the major tenets of brand advertising will translate across the new media landscape, we are seeing that each new channel possesses its own unique set of attributes," said Aleck Schleider, Videology's vice president of data and analytics. "That's why this type of quantitative analysis on something as basic as frequency levels can actually make a huge impact on the effectiveness of campaigns for digital video advertisers."
Looking at pre-roll video ad campaigns in the Consumer Packaged Goods category, Videology found:
- Potential consumers who were exposed to a brand's message 6-8 times were twice as likely as those exposed less than 6 times to become brand converters, (i.e. they currently use a competing brand, but indicate that they "intend" to purchase the advertised brand)
(Source: Videology U.S. Impression, CPG brands, 30 day campaign, Spring 2012)
Videology points out that optimal frequency levels may vary between brands, categories and myriad factors from demographic targeting to product purchase cycles, but the key takeaway is that campaign analysis can inform future planning objectives.
"Consumer behavior is not always logical, but it can be predictable," added Schleider. "We don't have to understand why repeated exposure to a message works, but we do need to build models that account for these measurable thresholds, so that we are better equipped to help advertisers plan campaigns in the video space that maximize their desired results."
He added that while this analysis focused on CPG advertisers and frequency, Videology plans to conduct future brand building studies across categories and metrics, and ultimately, hopes to extend its measurement guidelines to include cross channel campaigns encompassing both television and digital video ad exposure.
Videology (videologygroup.com) is a screen-agnostic video advertising technology that works across all video screens to connect brands with consumers. Videology achieves this through mathematically-driven data analyses that allow it to target precise consumer segments—at scale—by demographics, psychographics, and behavioral segments. This precise targeting permits advertisers to extract increased value from every media impression, and allows content partners to monetize their audience more effectively.
Videology, Inc., is a privately-held, venture-backed company, whose investors include NEA, Valhalla Partners and Comcast Ventures. The company is headquartered in Baltimore, MD, with key offices in New York, Austin and London, and sales teams across North America.
For more information, contact Michele Skettino, +1-917-653-0073, Michele@videologygroup.com.