To better understand the effectiveness of different digital ad formats, Exponential commissioned research firm EyeSee to evaluate the impact of Exponential’s VDX video ad formats versus standard pre-roll and display ad formats.

ATTENTION

VIA EYE TRACKING AND INTERACTION RATES

EMOTION

VIA FACIAL EXPRESSION CODING

PERCEPTION

VIA SURVEY

Whitepaper Highlights:

  • Interactive video impacts purchase consideration. 19 percent of users who viewed a video-driven unit stated they “definitely will” consider purchasing the brand in the future.
  • Interactive video advertising units generate positive brand perception and make a lasting impression. Compared to standard pre-roll units, interactive video units held attention for over twice as long, produced higher ad recall and intent to purchase rates and boosted brand perception.
  • An invitation to engage with video advertising is more than just a gateway to a compelling experience; it can be valuable real estate in itself. 69 percent of users spent over five seconds looking at the interactive teaser compared to just 11 percent who viewed the standard animated banner. Further, 82 percent of those who viewed the teasers reported “favorable” or “very favorable” brand perception on the surveys compared to just 68 percent of those who viewed the standard banner.






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