Based on a study by ComScore in the UK and across 4 industry sectors, over a span of four weeks, the average uplift across the campaigns saw site visitation increase by more than a factor of seven following exposure to an ad. Consumers, meanwhile, were three times more likely to conduct search queries using brand or relevant generic terms in the same time period.
What’s more, when evaluating video and display side by side, consumers exposed to video advertising were 28% more likely to visit the brand site, and nearly twice as likely to conduct a trademark search.
“Confirming expectations and previous industry understanding, video was able to generate a more immediate impact in the first five exposures than display ads in terms of increases in site visitation and search queries,” report the study’s authors.
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