Exponential commissioned Dynata, an online sampling and data collection company, to study the effectiveness of both interactive VDX formats and standard pre-roll on brand awareness, purchase intent and overall ad experiences with in-market consumers.
Participants within a 300-person in-market sample group were asked to view the ad units in a forced environment. Upon viewing completion, participants were presented with an eight-measure questionnaire that included questions about purchase intent, ad experience and memorability.
Across each category measured, respondents preferred interactive VDX experiences over pre-roll. Opt-in interactivity and educational content within the unit ultimately delivered better outcomes for the brand. Download the study to learn more about the impact of VDX ad formats on:
- Brand sentiment
- Purchase intent
- …and more