Consumers Still Waiting for Personalized Videos to DriveIntentVocabulary and E

Consumers Still Waiting for Personalized Videos to Drive Intent
   Online video ads are far more effective than other platforms — aside from search engine marketing — at driving purchase intent, but data from a recent survey identifies specific features that make these ads most influential. One feature that is lacking is personalization, to help consumers make better purchase decisions.
   A Millward Brown Digital study looks at the effectiveness of advertising at 1 exposure to an ad, a digital video ad has an average 1.1% increase in purchase intent, whereas a standard static ad has an average 0. 2% increase in purchase intent, and a rich media ad has an average 0. 6% increase in purchase intent.
   There’s a perfect opportunity to build video applications to show what specific pieces of furniture look like in a room or several pieces of clothes pieced together, but brands have not reached that sophistication.
   Building a video app that allows consumers to pull together pieces of furniture to configure a layout based on the dimensions of a room, or pulling together pieces of clothing to complete an outfit, would personalize the experience.
   Since Millward Brown Digital began measuring digital advertising, favorability of all digital formats has consistently lagged behind television advertising, and other traditional formats, by nearly 50%. While in the U. S. multiscreen audiences spend 147 minutes per day watching TV, they spend 297 minutes with digital screens.
   The attention span of consumers has much to do with the success of a video advertisement, especially when watching it on a smartphone. It takes between five and 10 minutes to complete a task on desktop and five to eight on a smartphone.
   The Millward Brown Digital data identifies four best practices for enhancing the effectiveness of a brand’s digital video presence. They include: tap into consumer emotions, consolidate the source of the audio and the video rather than to help focus consumers, align the complexity of the message and the length of the creative to become more effective, and consider the platform where the ad will serve up to the consumer. Brands may need something that quickly captures the attention of the audience.