Interactive video advertising is much more effective

Interactive video formats ensure greater attention, emotional response and brand awareness.Exponential commissioned the market research company EyeSee to investigate the advertising impact of interactive video formats. Exponential's own VDX format was compared with 30-second pre-rolls and standard banners using the following three key performance indicators (KPIs): Attention (duration of browsing and interaction), emotional response (type of emotional response) and brand perception (influence on brand lift), Eye-tracking technologies, interaction rate and facial expression measurement, and surveys were used to evaluate the KPIs.The study results prove that interactive video advertising attracts more attention, evokes more intense emotions and supports brand perception.Interactive video advertising influences purchase decisions. 17 percent of the users surveyed who viewed a VDX pre-roll and 19 percent of the users who viewed the VDX rectangle format stated that they would definitely consider buying the brand product shown in the future. For standard pre-roll formats, only 13% of respondents said this.interactive video advertising formats ensure positive brand perception and leave a lasting impression. Compared to pre-rolls in standard format, interactive formats were able to hold attention for twice as long, the ad videos were remembered longer and brand perception increased.The teaser as an invitation to engage with video advertising formats is more than the gateway to an interesting experience. It benefits the brand in a very concrete way: 69 percent of the users surveyed watched the interactive teasers for more than 5 seconds, compared to only 11 percent of those surveyed for standard animated banners of the same size. Interactive teasers are three times more likely to evoke a positive emotional response and increase the user's attention for the advertising video. As many as 82 percent of respondents who viewed the teasers reported a "positive" or even "very positive" brand perception in the survey. Only 68 percent of viewers of standard banners responded this way. "The study reinforces what we see every day - that interactive video is a compelling digital medium for brand impact," said Bryan Melmed, VP Insights at Exponential. "Choosing the right advertising format is immensely important for marketers and advertisers alike; advertising that aims to engage is more persuasive and is remembered longer," adds Stefan Kuhlmann, Managing Director Exponential DACH. here.