P.2
As advertisers seek to understand how
best to communicate their brand story and
values, it’s imperative to understand how
consumers are affected by certain formats
and ways of communication.
We surveyed over 2,400 users to understand the impact of
digital advertising formats on consumers’ perception of brands
and products. The fndings indicate that people are largely
impacted by branded video in premium formats (especially
new, innovative technologies), and that this trend has stayed
consistent, causing advertisers to spend more year after year on
content marketing and video.
Everyone knows that content is crucial to attract, engage, and
reach consumers. But while this may be true, it’s important to
consider the medium involved. Right now, the format to beat is
clearly video, with 51% of brands investing more in 2018 than
the year prior.1And with so many forms of video available,
such as content, programmatic, and pre-roll, it’s important
to understand how to use video for building both brand
connections and direct response.
Currently, video provides advertisers with a versatile medium to
reach the audiences they want, where they want, to put the best
spotlight on their story. But the question remains—what is the
best way to reach your target, and how can you ensure they will
pay attention to your message
LONG LIVE
VIDEO
1 Oath Research, Top Advertising Decision Makers via Advertiser Perceptions Omnibus,
December 2017
P.3
BRANDED VIDEO
MARKETING IS
KEY TO WINNING
HEARTS AND MINDS
The line between content and advertising is blurrier than ever,
thanks to the continued growth of native and the importance
of paid channels for distributing marketing content. Marketers
rely on a mix of owned, earned, and paid media to disseminate
content that tells their brand story. Branded video falls into the
latter category: communicating a brand story through valuable,
engaging content that connects with audiences, leaving them
with a better impression of your brand, and ultimately leading
them down the path to purchase.
Branded video is an approach that works, and the numbers
prove it. In a new global research study, Oath revealed that
43% of advertisers are purchasing branded video, and 2/3 see
it as one of their biggest revenue opportunities.2 Nearly 40%
of advertisers intend to invest more heavily in branded video
in 20183, and 62% feel it’s the most effective content marketing
medium.4
That being said, great creative is always the key to cutting
through. Brands have evolved beyond talking at users and
touting brand or product benefts. The less a video feels “like
advertising,” the more informative, authentic, and original it
seems.More than 61% of consumers agree: as long as the
content is of good quality, they do not care if it’s branded.5
The result is that video has the largest lasting impact on
consumers by infuencing perceptions, buying patterns,
and intent.
Of advertisers intend to
invest more heavily in
branded video in 2018.3
Feel it’s the most effective
content marketing
medium.4
2DIGITAL VIDEO INSIGHTS, Oath advertising video study, 2017, 3Oath, Brand Health Internal Study, 2018, 4eMarketer, “Most
Effective Types of Marketing Content in Achieving Objectives According to Marketing Professionals in North America”, June 2017,
5The Alchemy of Connection Study, Oath, 2016
40%
%62
P.4
ATTENTION IS THE
WORLD’S MOST
VALUABLE RESOURCE
It matters where an ad is served, and premium content has
been proven to drive better awareness and discovery results for
advertisers. In fact, it’s proven that native advertising drives 53%
higher brand awareness, and 3.6x the amount of searches for
your brand name and services.6
Video is particularly effective in driving deeper understanding
among audiences, making it the ideal vehicle for delivering
more complex brand messaging that cannot be communicated
within the confnes of a standard ad unit. Our survey revealed
that branded video is best viewed in a native environment. In
one case study, when comparing branded video to non-native
static ads, we found that branded video is 2.4x more likely to
drive awareness.7
6Oath, Storytelling in Today’s Digital Age, 2016, 7Oath, Ad-Formats Study, 2018
The amount of searches
for your brand name and
services.6
More likely to drive
awareness.7
3.6X
2.4X。