“New research demonstrates that social video recommendations significantly impact traditional brand metrics. Enjoyment of a video correlates positively with all tested brand metrics in the sales funnel, including favorability and purchase intent.”
Recent research from the Unruly Social Video Lab has found there is a huge appetite for branded videos on the web. Unruly currently tracks 506,976 “shares” of online video ads every 24 hours.
Yesterday morning, Unruly opened its doors on its first Social Video Lab in America, enabling advertisers to make the most of this trend. Located in New York, the new lab is modeled on the video technology company’s original Social Video Lab in London, which was launched last summer.
Visitors to the New York lab will be given a hands-on interactive journey through the science and history of online video sharing, plus a tour of current video trends. They will also have access to the Unruly Viral Video Chart, which has tracked 329 billion video streams since 2006. Advertisers can find out how their current social video footprint compares with their competitors, how to create shareable content, and how to determine the distribution strategy required to achieve their campaign goals.
Visitors will also be able to test the shareability of their own campaigns using Unruly ShareRank, an algorithm-based tool which uses over 100,000 data points to predict the number of shares a video will attract, before it is even launched, meeting the seemingly impossible desire to “predict viral success.”
During a tour of the new lab last week, Cat Jones, Unruly’s Director of Product Innovation, said, “Video is the world’s fastest-growing ad format in terms of ad spend, so it’s really important that brands have their fingers on the pulse and allocate their marketing dollars wisely. Leaving it to luck simply isn’t an option.”
Devra Prywes, Unruly’s Marketing Director, added, “Creating and distributing shareable content for social media is at the top of the agenda for CMOs, and brands can use the Lab experience to pinpoint exactly what’s trending.”
So, do social video recommendations significantly impact traditional brand metrics?
A recent study conducted by Decipher Research, which surveyed online video viewers, aged 18-34, across four social video campaigns from Guinness, Coca-Cola, Unilever’s Cornetto, and Energizer Batteries, sought to determine the impact of peer recommendations. And the social ad effectiveness study found that recommendations dramatically increased ad performance.
Viewers enjoy recommended videos more than non-recommended videos: there was a 14 percent increase in the number of people who enjoyed the video following a recommendation versus those who had discovered it by browsing. Moreover, a recommendation reduced the number of people who did not enjoy the video by 41 percent.
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