Using a combination of audio and visuals is critical to video advertising effectiveness.
Since the dawn of advertising, marketers have sought to identify the best ways to capture and keep a consumer’s attention. Video advertising, in particular, has the ability to engage consumers like no other medium, using a mixture of visuals and sound to create a compelling narrative.
Would this communication be equally as compelling without visuals? What if the soundtrack was left out? What is the brand’s downside of removing either the audio or visual components? Google recently conducted a study to find the answers to these questions in an effort to optimize effectiveness in video advertising.
After evaluating consumer reactions to over 1,000 YouTube video ads, research showed that video advertisements are much more engaging and persuasive when they are both seen and heard. This is borne out through analyzing three key indicators for measuring ad effectiveness.
1. Brand Awareness:
Consumers are almost 4x more likely to recognize a brand if it features a combination of audio and visual in their video advertising versus one that only uses audio.
2. Ad Recall:
Users who see and hear ads are 2.7x more likely to recall the ad than those who merely heard it.
3. Brand Consideration:
When making a purchase decision, consumers are more likely to think of a particular brand when their video advertising uses both audio and visual elements.
The amount of time a video is viewed also plays a key role in the success of video advertising. Brand Awareness, Ad Recall, and Brand Consideration are twice as likely when viewers continue to watch past the 3-second mark. Targeting each specific viewer using Dynamic Video Advertising is one method to captivate the intended audience and get them past this 3-second hump.
A recent Ipsos eye-tracking study also conveys the importance of choosing the right platform to present video advertising. Results show that YouTube mobile advertising is 84% more likely to receive consumer attention versus that of television advertising. While consumers tended to multi-task or channel surf during television ad breaks, they were much more tuned into YouTube mobile ads.
With smartphone devices becoming commonplace and with the growing popularity of video sharing sites such as YouTube, the accessibility and power of video advertising has never been stronger. Developing an engaging blend of audio and visuals with a targeted YouTube channel strategy can help increase the effectiveness of video advertising campaigns.
How do your audio and visual pieces compliment each other in your video advertising? Tweet us @stjoseph with your thoughts.
FOR MORE INFORMATION ABOUT HOW AUDIO AND VISUAL AFFECTS VIDEO ADVERTISING, SEE THE ORIGINAL ARTICLE ON THINK WITH GOOGLE.