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23. November 2016

Publicitas Insights: The Format Effect

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RESULTS LAUNCH - THE FORMAT EFFECT PART II, VIDEO
The global survey, The Format Effect Part II, showed that outstream video is, more likely to drive engagement than pre-roll, triggering brand favourability and purchase consideration.   The results also highlight significant differences between over 35s and millennials – the latter scored higher across key brand metrics.

 

The survey demonstrates that outstream video formats help enhance brand favourability. Consumers (54%) feel ‘more favourable towards the brand’ after seeing the outstream video advert, compared with 48% who watched the pre-roll format. Among millennials, this difference was more pronounced, with 61% feeling ‘more favourable towards the brand’ vs. 49% exposed to the pre-roll.


The Format Effect Part I, focussed on mobile advertising formats and consumers’ emotional engagement with these formats. The results of part one were released on the 28th September and today marks the launch of The Format Effect Part II, Video and the complete combined white paper, The Format Effect Series. 


THE FORMAT EFFECT - WHITEPAPER

THE FORMAT EFFECT PART 1 INFOGRAPHIC

THE FORMAT EFFECT PART 2 INFOGRAPHIC