Interactive Advertising Bureau
18 April 2016

Videology Report: Video works

Videology partnered with Gain Theory, a marketing foresight consultancy that brings together data, analytics, technology solutions and consumer insight capabilities to provide unique econometric insights into the effectiveness of video. Specifically Videology wanted to know the ROI of video, how inventory quality impacts ROI and what should the optimal AV mix be.

 The results quantified some well-known truths, such as the majority of sales take place offline. No surprises there, but the impact on ROI by inventory quality was far more marked than expected. Broadcast video really matters. Video as a medium certainly works - with every case study showing a positive ROI. The great news for brands is that video can not only complement TV with cost effective reach and deliver brand uplift, but critically directly impact sales.

Get the slides here.

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