Tuesday, April 17, 2012

Combining Professional & User-Generated Videos Drives More Sales [Study]

A new study by comScore and EXPO has found that professionally-produced video content and user-generated product videos are “highly synergistic.” In other words, they drive higher levels of sales effectiveness when used in tandem.
The study evaluated an actual campaign that included a combination of a professionally-produced “how to” video and a user-generated product video that was created and submitted by an actual product user.

“In the campaign examined, professionally-produced content and product videos drove strikingly higher lifts when used together than when either was used individually. While marketers may already be familiar with the effectiveness of professional video content alone, these results suggest that even greater returns can be had by combining their use with authentic, user-generated content.”
A first group of consumers participated in a veiled exercise in order to determine the sales effectiveness of the professionally-produced content, the user-generated content, and both together. Professionally-produced content generated a 24.7 point lift in Share of Choice for the featured product and a 16 point lift for the brand’s total line. User-generated product videos drove an 18.7 point lift in Share of Choice for the featured product compared to a 10 point lift for the brand’s total line.
When exposed to both professional content and user-generated product videos, lift in Share of Choice for the featured product jumped to 35.3 points for the featured product and 28 points for the brand’s total line. This demonstrates not only the value of each of these media individually, but also the powerful combination when used together.
It’s worth noting that comScore’s Share of Choice metric is well-documented and an independently-validated measure of advertising effectiveness. Share of Choice quantifies the ability of an ad to influence brand preference and has been shown to be predictive of advertising-induced sales. The metric captures actual consumer preference for a brand among a competitive set. Therefore, lifts in Share of Choice have been proven to strongly correlate with in-market sales lifts.
A second group of consumers participated in a cued exposure exercise and were surveyed after being directly exposed to the content.

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