I’ve just come out of great session at Google HQ down-under. I’ve been one of the lucky few to see the first study in Australia around the effectiveness of pre-roll and their impact on lowering CPAs. And I’m not talking CPA as in Cost Per Action, I’m talking the holy grail of Cost Per Acquisition; real buyable things, people who’ve been actively influenced to go and purchase items, expressly because they’ve seen an ad on youtube in the last 30 days.
The study has been conducted in the US a number of times, and we’ve seen broad benchmarks of 5-25% increased probability to purchase after seeing a pre-roll. Interestingly the Australian results are starting to show even higher results of 25-30%^. As this is the first study, it is impossible for us to conclude higher de-facto effectiveness of pre-rolls in Australia. But, at the very least we can confirm a positive impact on the consumer journey – another clear win for video!
We also saw that a greater frequency than one proved to be more effective (naturally! who listens the first time around anyway?). But we are yet to see where that tipping point of diminishing returns is; it will be interesting to see if it follows the golden rule of 3 we see across TV.
Speaking of TV, we know that digital is not a silo. We know it amplifies the effect of more tradition medias of television, print, direct mail, and word of mouth.^^ We also know that the consumer journey is no longer a linear path, but more of a flight map. Where people jump back and forth between different sources before landing on a purchase decision. The question is, which sources can we effectively influence? And, what is the most effective Read More