Does online video advertising translate into offline dollars? A study conducted by online video advertising network BrightRoll says yes, especially if those ads are interactive.
The study tracked the effects of the first five months of a nine month online video campaign for Air Wick Freshmatic and Scented Oils, finding a six-percent lift in in-store sales. That showed a greater return than other digital campaigns for parent company Reckitt Benckiser.
The campaign served both linear and interactive video ads, and the study shows that interactive ads delivered a larger payback per impression.
That’s good news for advertisers currently investing in interactive online video. A separate survey created by BrightRoll found that 54 percent of advertisers, planned to spend more of their creative budgets in interactive pre-roll ads than in any other area.
The Air Wick study was designed to make correlations between a video ad campaign that ran on BrightRoll’s network and shopper’s in-store decisions. The testing period ran from April to August of 2009. The study was creating using Nielsen’s NetEffect product, and measured product purchases, total dollar purchases, and product penetration.
“This study confirms what we’ve been saying about the ability of online video to reach and engage consumers in a way that no other category of online advertising can,” said Tod Sacerdoti, BrightRoll’s CEO.