A key objective and finding in the recently released Interpret Survey  was that high engagement levels translate into high satisfaction for viewers, high brand recall for advertisers, a greater inclination for consumers to seek product information, and potentially more money for publishers.  An obvious sequence of events, but critical for publishers for  proof for online video investment and sales pitches as ‘traditional’ online advertising is under pressure,

According to the study:

• 27 percent of respondents who recalled a high engagement video searched for more information about the product.
• 28 percent visited an advertised brand or product’s website after viewing a high engagement video.
• High engagement videos account for nearly half (47 percent) of ad recall.

“This propensity for sharing and ad recall translates into improved viral ‘buzz’ for advertisers and their ads – if they take advantage of online video opportunities properly,” said Liz Huszarik, senior vice president, Warner Bros. Media Research.

This is the reaction and feedback that we are getting from customers of Silverlinemedia.tv. In our view many websites are complicated, and word heavy. Online video gets the message of the business and product across in multi-sensual and dynamic way. Its not suprising a good video ad gets cut-through and generates further interest vs. the decreasing return of the traditional banner. See Eyewonder for examples of quality video creatives from leading worldwide agencies .

This survey also supports the Comscore Survey in May which we reported in which suggested a 40% uplift in buying from watching online video.

Survey  by  Interpret (in conjnuction with  Yahoo, Havas, Warner Bros and Media Research and PHD)