BOSTON--(BUSINESS WIRE)--Advertisers should optimize their online video campaigns to produce a “ripple effect” and “resonance,” according to new independent research from Visible Measures, the leader in content advertising technology. The results of this research were released today in a new white paper from Visible Measures, which analyzed viewing behavior on YouTube and Facebook.
A ripple effect occurs when a brand releases a new video ad that catalyzes viewership of older videos from that same brand. Brand resonance occurs when a video has a greater shelf life, and is watched by more people over an extended period of time as a result of online sharing, searching and other behaviors. Brands that can spur this ripple effect and achieve resonance with their online video ads will fuel viewership and ultimately build stronger, longer-lasting and more meaningful relationships with their consumers, according to Visible Measures.
Ripple Effect - New videos on YouTube catalyze additional viewership of existing content
“The ripple effect shows the importance of maintaining an easily accessible portfolio of compelling video content and the power of new content to catalyze further engagement with that portfolio,” explained Visible Measures CEO Brian Shin.
The Visible Measures white paper uncovered several key findings:
- From its database of over 15,000 online video ad campaigns, Visible Measures identified brand campaigns that exhibited a ripple effect as high as 45x (increase in viewership of portfolio content from the week prior-to to the week following the release of a new campaign).
- Releasing new content on YouTube can create a powerful ripple effect, especially when the new content aligns with existing videos and gains viral momentum. YouTube catalyzes this ripple effect, which results in an uptick in viewership of existing content. Executing advertising campaigns on YouTube can increase the likelihood and impact of the ripple effect by ensuring sufficient exposure of the new content.
- The chart above shows the tremendous 5.3x impact on daily viewership that the new Star Wars: The Force Awakens video clip had on older content that had been previously uploaded to the Star Wars YouTube channel.
- Similarly, in 2015 Old Spice saw a 2.7x increase in average daily viewership with the release of its And So It Begins campaign, and Hyundai saw an 8x increase with its Message to Space campaign.
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Visible Measures also analyzed viewership trends for major brands from
May–July 2015 to determine the impact a video portfolio has on total
views for a brand on both YouTube and Facebook.
- YouTube’s video portfolio helps consumers discover new and existing video content quickly and easily, which ultimately enables advertisers to build stronger, longer-lasting relationships with their consumers. Brand channels on YouTube see an average of 55% of views coming from their existing portfolio.
- Facebook has not yet figured out how to get consumers to engage with legacy content on their platform. Only 5% of views come from the brand’s existing video portfolio.
Brand Resonance - Videos on YouTube generate longer engagement than on Facebook
“Advertisers on YouTube also enjoy the benefits of a resonance effect,” said Shin. “While Facebook drives a short-lived spike in video ad viewership, it only surpasses YouTube during the first three days of a video ad campaign. After that, ads on YouTube achieve superior video stamina and resonance, demonstrating higher rates of viewership during the first week, the first month and the first three months of a video ad campaign.”
Visible Measures analyzed 808 video ads comprising 1.6 billion views from 548 campaigns uploaded in the first half of 2015 from major brands including Pepsi, Samsung and Dove. Videos are from campaigns with both YouTube and Facebook videos with at least three months of data and more than 50,000 views each.
- Facebook exhibits significant viewership over the first three days of a campaign launch, but quickly loses consumer engagement.
- Viewership on YouTube is comparable to Facebook’s initial spike in video viewership, but YouTube truly shines as the optimal platform for sustained engagement between brands and their consumers.
- After the first week of viewership, YouTube accounts for 51% of views, increasing to 63% of views after three months when compared to Facebook.
- Above is the Three Month View Breakout analysis that compares Facebook Average Views to YouTube Average Views over the first three months after video upload.
"This independent research validates what we have known all along: YouTube is the place to drive both initial video viewership and long-lasting brand engagement,” said Suzie Reider, managing director, brand solutions, YouTube. “With YouTube, brands are able to bring the storytelling capability through sight, sound and motion to digital viewers.”
For brands to most effectively engage their audiences, they should incorporate both a ripple effect and brand resonance into their online video strategy, considering new content creative and the development of their content portfolio. YouTube is the optimal platform for this strategy as indicated in this research.
A copy of the white paper with the full analysis can be found here: http://www.visiblemeasures.com/2015/09/30/build-relationships-with-your-consumers-by-optimizing-for-ripple-effect-and-brand-resonance/
About Visible Measures
Visible Measures, the leading content advertising technology provider, enables brands to better compete for consumer engagement by maximizing their Share of Attention relative to media spend in video content advertising. The company’s platform is fueled by a massive proprietary dataset, as well as patented programmatic technology that combines five trillion data points to reach more than 500 million unique monthly users across 600,000 web and mobile properties. World class advertisers and brands successfully rely on Visible Measures’ video content advertising platform every day to drive unmatched consumer engagement worldwide. Visit us online at www.visiblemeasures.com or follow us on Twitter @visiblemeasures.
True Reach and Visible Measures and the Visible Measures logo are registered marks owned by Visible Measures Corp. Other company and product names may be trademarks or servicemarks of their respective owners.
