How Microsoft Australia used interactive video to improve brand perception
Much has been said about the death of the standard banner ad, and the rise of online video advertising due to it being more effective for brand advertisers at creating impactful, interactive experiences that contribute to brand success. Interactive video has many valuable attributes such as providing an opportunity for viewers to click, swipe, seek information and engage via call-to-action features.
Background
Exponential and Microsoft conducted a video based study to determine if an interactive video ad, specifically Exponential’s proprietary VDX interactive pre-roll, served as a better canvas for telling brand stories when compared to a standard pre-roll ad. The study also sought to determine whether interactivity improves brand perception, providing a deeper connection.
Execution
In a qualitative, ethnographic study conducted in Australia, 30 participants were exposed to a 2015 Microsoft advertising campaign and were asked to describe their thoughts and emotions when interacting with different video based advertising formats. The study was conducted by research organisation Mindswarms (video mobile surveys).
Participants were exposed to a standard pre-roll ad and Exponential’s VDX interactive pre-roll ad format. They were given sufficient time to explore the video ads, within their own environments, e.g. home, office, etc. At the end of the exercise, each participant was then asked to document their emotions and thoughts when engaging with the two video ad formats by talking into their webcam. They were asked the following questions: • Which advertising format did you prefer? Why? • Which advertising format are you more likely to remember? Why? • Which advertising format improved your perception of the Microsoft brand? Why? • Which type of ad are you more likely to interact with again?
Results
The results showed that the VDX interactive pre-roll ad format was better received, allowing consumers the time to explore the advertiser’s content available to them at ease. Consumers also emerged with an improved perception of the brand running the advertisement – in this case, Microsoft.
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