The new study showing the value of video ads on quality content sites, finding that consumers are more likely to act on ads they see on media sites, versus portals or user-generated content (UGC) sites, according to Online Publisher’s Association. Over one-third of consumers on magazine (38%), newspaper (37%), and online-only news (35%) sites say they have searched for more information after watching a video ad, while about one-quarter did so after watching an ad on a portal (27%) or UGC (24%) site. About one-quarter of consumers on magazine (29%) and online-only news (26%) sites went into a store to check out a product after viewing a video ad, while only 17% on portal sites and 14% on UGC sites did so. About one-in-five consumers on local broadcast TV (21%), national broadcast TV (19%) and cable TV (19%) sites requested more information after viewing a video ad, while only 16% on portal and 14% on UGC sites did so.


Overall, 80% of all video viewers have watched a video ad online, and 52% have taken some sort of action, whether it’s checking out a website (31%), searching for more info (22%), going into a store (15%), or making a purchase (16%). The importance of environment was reinforced by concept testing video ads. The study found that if a consumer has a positive attitude toward an advertised brand, and likes the video content that the ad appeared within, brand consideration jumps 61%. If the consumer’s initial attitude toward the brand is neutral or even negative, brand consideration still rises 21% if they like the adjacent video content.