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NEW YORK A study of three online video formats found they have different effects on branding objectives.
Viewpoint, a New York rich media company, found “pre-roll” Web commercials that play before a user watches video content were most successful at driving brand awareness and favorability, compared to transitional ads that plays between content pages and in-banner promos. Transitional Web commercials were deemed most successful at driving online awareness, brand favorability and purchase intent, according to Viewpoint.
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