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Video ads are more effective when both seen and heard



By
10 April 2017




Google has released the results of research into the effectiveness of YouTube ads with and without sound.

Findings:

  • Brand awareness
    • Video + sound had 3.8X the effectiveness of sound only.
    • Video + sound had 1.6X the effectiveness of video only.
  • Ad recall
    • Video + sound had 2.7X the effectiveness of sound only.
    • Video + sound had 1.4X the effectiveness of video only.
  • Brand consideration
    • Video + sound had 2.6X the effectiveness of sound only.
    • Video + sound had 2.9X the effectiveness of video only.
  • Researchers also looked at brand performance of YouTube ads by viewable time (more than 3 seconds vs. less than 3 seconds):
    • Brand awareness: Longer ads had 2.3X the effectiveness of shorter ads.
    • Ad recall: Longer ads had 1.9X the effectiveness of shorter ads.
    • Brand consideration: Longer ads had 2.1X the effectiveness of shorter ads.

Currently, 95% of YouTube ads are audible, and 93% are viewable, as defined by Google:

  • Audible : Audio level at least 10% at some point during ad play
  • Viewable: At least 50% of ad pixels viewable on screen for at least 2 seconds

Results are based on a sample of 1000+ YouTube ads.

FYI, here are (short) definitions of those effectiveness measures from various sources:

Brand awareness: the proportion of consumers who know of the brand (AMA Dictionary)

Ad recall: a measure in which a sample of respondents is exposed to an ad and then at a later point in time is asked if they remember the ad (Television Bureau of Canada)

Brand consideration: the percentage of consumers who would consider your brand for a given purchase occasion (Bain & Company)

Comment:

It's not surprising that video+sound beats sound only on all measures. But the findings for video+sound vs. video only are interesting. Because adding sound to videos created a much greater lift in brand consideration than in either brand awareness or ad recall. And when you get right down to it, it's brand consideration that gets you a seat at the table and the opportunity to close a sale.

- David


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David Boggs    - David
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External Article: https://www.thinkwithgoogle.com/articles/effective-video-ads-viewability-audibility.html



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