Revelation that online video brand recall is higher at work

Online video brand recall at work and homeNew IAB and Sky Video Ad Effectiveness research reveals that brand recall is higher at work (44%) than at home (39%), which suggests an incredible new opportunity for reaching consumers with brand messaging at their most receptive: in the work-place.

Consumer mindset and the importance of content quality and type

The research, conducted by agency Decipher, states the reason for this uplift in recall is due to differing mindsets. At work, people are highly focussed on the task at hand because they have limited time to visit an online video and watch what they have selected. While at home, people are more relaxed, have more time to browse around and there are more distractions.

Consumer receptivity to online video advertising depending on frame-of-mind is incredibly important, directly affecting campaign success. Viewers are 10% more likely to recall an ad if they enjoyed the content, highlighting the importance of advertising around quality, relevant content.

Type of content also matters, recall was higher around news, entertainment, sport, music, TV preview or movie trailers and then user generated clips respectively. Actively searching for an ad also aids recall, with referrals from friends delivering best (53%), actively looking for the clip second (48%) and just browsing last (39%).

At least 84% of the UK internet audience watches online video each month according to comScore and this study fits nicely into the picture as further evidence of the channel’s strengths. Evidently some advertisers already see this with investment in advertising around video content growing by 82% in the first half of this year, the fifth successive half-yearly increase (IAB / PwC AdSpend H1 2010).

What should advertisers do?

Advertisers should be capitalising on the reach online video offers now, paying particular attention to the work-place. Online video is uniquely positioned to deliver TV-like brand messaging in an environment where people are most receptive. Existing TV ad creative works in this environment as long as it is relevant to the viewer, and placement around highly sought-after or shared quality clips can deliver higher than average results.

Work-place, relevant placement and quality is a killer combination for online video brand campaigns and advertisers should begin planning this premium ad inventory into their schedules. Of course, with online targeting, you can do all of this with minimal waste too, as you target the exact demographic audience you need. This is another example of how you can use the portfolio of internet advertising tools to build brand.

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  • Jack are you seriously suggesting that – with the economy perhaps on the brink of a double dip recession, unemployment set for a further rise due to public sector cuts, and an intense focus on productivity in the workplace – marketers should focus on creating yet more distraction?

    That seems pretty irresponsible.

  • @Jeremy, we all have breaks, be they lunch or coffee. Short spells of distraction have been known to greatly increase productivity, n’est pas?

  • We sure do Iain. But the post states that we are at our most receptive at work due to being “highly-focussed on the task at hand”, which I initially read as meaning during work. Howver, having reread it, it does suggest having “limited time” which may mean “on a break”. It could be little clearer.

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    Hi Jeremy, I’d be worried too if workforces turned into video obsessive monkeys during the day! Usually we’re talking about 1 – 3 min clips every now and then as Iain mentioned, and in most cases I’d like to think work objectives and good management would stop time wasters. Interestingly, some reports suggest many senior business people prefer watching short video summaries to reading entire pages of info, so videos on the likes of FT.com and Reuters may actually save some people time.

    Increased investment in advertising around the billions of video clips people are already watching each month (e.g. news, sports) should actually help keep more money moving in the economy. Online video ads in the UK is likely to be a £40m business by the end of this year, an industry that didn’t exist at all little over two years ago. I hope that puts your mind at rest, and sorry for any confusion.

  • Thanks for the clarification Jack.

  • @Jack. Given the topic, surely recall would have been aided by a video? Just a thought for your next post…

    😉

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    Haha, I don’t think the world is ready for video blogs from me… or perhaps it IS 🙂