ADOTAS – BrightRoll, a branded video ad network, released results of its Video Impact study in conjunction with global CPG leader Reckitt Benckiser (RB). The study found that a five month online video campaign for Air Wick Freshmatic and Scented Oils generated a 6% lift in in-store sales, outperforming other measured digital campaigns for RB’s products.
BrightRoll CEO Tod Sacerdoti said, “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. 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.”
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.