New Research Leverages Nielsen's Measurement Tools to Show Impact of Online Video Campaign on In-Store Sales of Air Wick Brand
SAN FRANCISCO, CA--(Marketwire - May 20, 2010) - BrightRoll, the leading branded video advertising network, today released the results of its Video Impact study in conjunction with global CPG leader Reckitt Benckiser (RB). The study, which was conducted using Nielsen's NetEffect product, found that a five-month online video campaign for Air Wick Freshmatic and Scented Oils generated a 6 percent lift in in-store sales, outperforming other measured digital campaigns for RB's products.
"This study confirms what we've been saying about the ability of online video to reach and engage consumers in a way that no other category of online advertising can," said Tod Sacerdoti, CEO of BrightRoll. "Savvy marketers like RB are always on the lookout for ways to measure the ROI of their advertising budgets, and this study provides solid evidence of the offline sales impact of dollars allocated to online video."
"We've invested heavily in online video as a tool to reach our target audience as their viewing habits shift from TV to online," said Marc Fonzetti, head of Integrated Media Services for RB North America. "Like previous in-market research, this study clearly shows that partnering with a video network like BrightRoll is an effective way to engage consumers, and ultimately, drive sales."
The study was designed to make correlations between consumers' in-store shopping activities and a video ad campaign for Air Wick Freshmatic and Scented Oils, which ran on BrightRoll's network from April through August of 2009. Amongst the responses measured were product purchase, total dollar purchase and product penetration. The study is part of a groundbreaking video advertising partnership between BrightRoll and RB, which includes various research initiatives intended to assess the effectiveness of online video advertising.
Notably, interactive video ads proved to have a greater impact on purchase behavior than linear video content. This finding supports a BrightRoll survey released earlier this month, which revealed that more advertisers (54%) planned to spend their creative budget on interactive pre-roll ads than in any other area.
This and other findings are revealed in the study, which can be obtained by contacting Charlie Whittingham, vice president of sales for BrightRoll, at charlie(at)brightroll(dot)com.
About The Nielsen Company
The Nielsen Company is a global information and media company with leading market positions in marketing and consumer information, television and other media measurement, online intelligence, mobile measurement, trade shows and business publications. The privately held company is active in approximately 100 countries, with headquarters in New York, USA. For more information, please visit www.nielsen.com.
RB is a world leader in household, health and personal care. It is a FTSE top 25 company and since 2000 net revenues have doubled and the market cap has quadrupled. Today it is the global No 1 or No 2 in the majority of its fast-growing categories, driven by an exceptional rate of innovation -- near 40% of revenue comes from innovations launched in the prior 3 years. It has a strong portfolio led by 17 global Powerbrands, which are: Finish, Lysol, Dettol, Vanish, Woolite, Calgon, Airwick, Harpic, Bang, Mortein, Veet, Nurofen, Clearasil, Strepsils Gaviscon, Mucinex and French's, and they account for over two thirds of its net revenue. Headquartered in the United Kingdom, the company employs 23,000 people worldwide, with operations in 60 countries and sales in over 180 countries.
BrightRoll is the world's largest and most trusted video advertising network, having served billions of advertisements since it was founded. BrightRoll helps major brands and agencies execute "smart video ad campaigns" across the industry's leading publishers, including three-fourths of the top 100 online media properties in the United States. BrightRoll's proprietary campaign execution, inventory management and advertising delivery technology provide brands and agencies with the reach, frequency and scalability needed to achieve their campaign goals. BrightRoll is a privately held, venture-backed company and is headquartered in San Francisco, California. BrightRoll offers its service at www.brightroll.com.
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