Exponential partnered with Microsoft Australia to conduct a qualitative ethnographic study on a 2015 advertising campaign. Thirty participants were asked to describe their thoughts and emotions when exposed to a standard pre-roll ad versus Exponential’s VDX interactive pre-roll ad.

The results:

• The VDX pre-roll ad format was better received as it gave consumers the time to explore the advertiser’s content available to them at ease
• VDX gave the viewer more control and the opportunity to engage with the advertiser’s content
• Consumers emerged with an improved perception of the Microsoft brand after being exposed to the interactive ad

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