Video Beats Display Advertising For Site Visits and Brand Searches
By Anna Johnson on April 7th, 2010A study by .Fox (pronounced ‘dot-fox’) Networks and comScore indicates that online video advertisements beat traditional display ads when it comes to generating website visits and brand name searches.
A study of 80,000 U.K. consumers found that, when evaluating video and display side by side, consumers exposed to video advertising were 28 percent more likely to visit the brand site and nearly twice as likely to conduct a brand name search.
Video generated a more immediate impact in the first five exposures than display ads in terms of more site visits and search queries, although the behavioral response for those exposed to display climbed steadily as the number of ad impressions increased.
