2013-03-20-尼尔森-Comparing_Resonance_for_Native_and_Pre-Roll_Video_Ads_with_Real-Time_Metrics_3页_114kb

Case Study Summary: Comparing Native and Pre-roll Video Ads

Objective:
To evaluate the brand-building effectiveness of native video ads versus pre-roll video ads using real-time metrics from five campaigns, focusing on metrics like favorability and purchase intent.

Findings:

• Native ads achieved higher brand lift in all measured campaigns compared to pre-roll ads.
• For Jarritos: Native ads resulted in an 82% increase in favorability among exposed users, while pre-roll ads generated only a 2.1% lift and increased negative responses by 29.3%.
• For a leading CPM brand: Native ads drove a 42.2% increase in purchase intent, whereas pre-roll ads showed no positive lift and heightened negative purchase intentions by 18.9%.
• Pre-roll ads had limitations, such as fixed-length (15-30 seconds) and automatic playback, leading to little to no consumer engagement for brand building.
• Nielsen Online Brand Effect provided real-time data, enabling advertisers to optimize campaign elements like creative and audience targeting for better results.

Conclusion:
Native video ads are more effective for brand building due to their user-initiated nature, lack of length restrictions, and ability to integrate seamlessly with content. Advertisers should prioritize such formats and use granular, real-time metrics to maximize impact and justify ad spend.