Study Finds Online Video Advertising Affects In-Store Purchase Behavior Positively

Research Leverages Nielsen’s Measurement Tools to Show Impact of Online Video Campaign on In-Store Sales of Air Wick Brand

SAN FRANCISCO, CA, May 20, 2010 — BrightRoll, a branded video advertising network, today released the results of its Video Impact study in conjunction with global CPG leader Reckitt Benckiser (RB).

The study, which was conducted using Nielsen’s NetEffect product, found that a five-month online video campaign for Air Wick Freshmatic and Scented Oils generated a 6 percent lift in in-store sales, outperforming other measured digital campaigns for RB’s products.

“This study confirms what we’ve been saying about the ability of online video to reach and engage consumers in a way that no other category of online advertising can,” said Tod Sacerdoti, CEO of BrightRoll. “Savvy marketers like RB are always on the lookout for ways to measure the ROI of their advertising budgets, and this study provides solid evidence of the offline sales impact of dollars allocated to online video.”

“We’ve invested heavily in online video as a tool to reach our target audience as their viewing habits shift from TV to online,” said Marc Fonzetti, head of Integrated Media Services for RB North America. “Like previous in-market research, this study clearly shows that partnering with a video network like BrightRoll is an effective way to engage consumers, and ultimately, drive sales.”

The study was designed to make correlations between consumers’ in-store shopping activities and a video ad campaign for Air Wick Freshmatic and Scented Oils, which ran on BrightRoll’s network from April through August of 2009. Amongst the responses measured were product purchase, total dollar purchase and product penetration. The study is part of a groundbreaking video advertising partnership between BrightRoll and RB, which includes various research initiatives intended to assess the effectiveness of online video advertising.

Notably, interactive video ads proved to have a greater impact on purchase behavior than linear video content. This finding supports a BrightRoll survey released earlier this month, which revealed that more advertisers (54%) planned to spend their creative budget on interactive pre-roll ads than in any other area.

Source: BrightRoll