Understanding the drivers of standout video experiences

This research paper explores how four key elements of online video advertising - consumer engagement mode, player size, location on the page and website quality - may affect end users' feelings towards a brand, and whether they inspire or discourage action.

Understanding the drivers of standout video experiences

Jared Skolnick and Shawn BaronUndertone

Executive summary

Video advertising has become an established part of the online video viewing experience. Advances in technology and research methods now allow us to dive deeper into what specific video elements elicit positive or negative reactions from viewers. Digital advertising provider Undertone partnered with IPG Media Lab to develop a research study exploring how four key elements of video advertising affect end users' feelings towards a brand, and whether they inspire or discourage action on the part of the consumer. Two brands participated in the Undertone...

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