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Pre-roll ads increase awareness of online advertising

Pre-roll ads increase awareness of online advertising

Pre-roll ads or display ads? The range of advertising materials on the Internet is diverse, but what is useful and suitable? This is what Nielsen wanted to find out together with Europe’s leading video marketer Smartclip on the basis of a cross-media campaign for a manufacturer of computer hardware.

The seven-week campaign targeted men and women aged 20 to 49 and 63 million ad impressions. Almost ten percent of pre-roll ads were marketed via Smartclip. The study examined the effect of pre-roll and display ads with regard to their different influences on, for example, reach and frequency, brand awareness and target groups.

The most important results of the study at a glance: Overall, the online campaign reached 22 percent of all active Internet users. The average contact frequency was 5.2, with people who had seen both video and banner advertisements having a higher contact frequency of 7.0. A total of 57 percent of the users who saw the pre-roll ads did not notice the display advertising. The 20 to 29 year old internet users were reached above average by the pre-roll ads. In addition, it has been shown that older target groups – such as those over 50 – can be reached disproportionately with pre-roll ads.

The pre-roll ads also had a significantly higher advertising recall despite the low frequency, led to better image values ​​and a more positive attitude towards the banners. The positive effects became apparent after just one contact with the pre-roll ad. This led to the result that the use of pre-roll ads was worthwhile from the first euro and no long start-up times, as with display ads, were necessary in order to achieve a sufficient frequency. The low contact frequency meant that new Internet users were approached throughout the entire course of the campaign.

How were the results obtained? Ad Effectiveness is Nielsen’s approach to precisely understanding the influence of online advertising on target group behavior and brand perception. The method is based on a representative panel, which is used to measure the contacts with the advertising material. The basis for this is a Nielsen tag built into all of the customer’s advertising material. In this way, advertising contacts can be measured within the Nielsen panel and information on reach, frequencies, demographic data and influences of the advertising material on user behavior can be analyzed. In addition, people who have had contact with the advertising material are continuously surveyed in order to examine brand effects such as brand awareness, image, advertising memories or purchase decisions.