Ad units that are "engaging" boost brand recall and consumer attitude, according to a study by VideoEgg that researched the impact and implications of rich media units.
Video ads, including VideoEgg's "AdFrame" units, outperformed banner ads when it came to brand recall. Participants were twice as likely to remember a brand after viewing the AdFrame unit, according to VideoEgg. Optimal results were produced when the video units were integrated with interstitials. Compared to the results of banner ads, this method was 2.5 times more likely to generate brand recall. The units were also effective in changing the perception of consumers; participants that viewed the unit were 12 percent more likely to recommend the brand.
Another portion of the study observed the impact of different environments. Ad units were studied across a range of sites: brand name sites, sites that were contextually relevant to the brand, and sites that were completely non-contextual. It was found that the context of the site did not hamper the effectiveness of the ad units.
The research was conducted through the aid of comScore, a metrics company. A total of 14,000 participants were included in the study.
