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How Demographics and Storytelling Style Affect Video Ad Effectiveness

In an age of infinite media choices, what types of ads will make consumers want to tune in? For our unskippable Labs series, we aim to bring a little data to the art of storytelling by partnering with brands and agencies to test real-world ads and see what works and why.

Previously we’ve tackled how storytelling should change for mobile. Up now: Should storytelling change for different age groups?

Google partnered with L’Oréal Paris to experiment with which kinds of ads connect with millennials on up.

Does the shift toward authentic, user-generated video that millennials are so familiar with have an impact on video advertising effectiveness?

An experiment in video advertising: “An Ad for the [Different] Ages”

We partnered with L’Oréal Paris to experiment with video advertising for its newly launched makeup line, L’Oréal Paris La Palette Nude. We put three different types of creative content in market, using TrueView, YouTube’s skippable ad format. Then we measured how each age group responded to the ads in two critical ways: what people chose to watch (whether they watched 30 seconds or more, how long they watched, and if they clicked to learn more) and how that impacted the brand (brand awareness and ad recall) via a Brand Lift study.

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