Infographic: From Early to Late Stage, Online Video Ads Provide a Lift

They're effective toward the end of the journey

Carlos Monteiro

We all know online video works. Content is king. Customers use video throughout the entire journey.

Online video drives the early stages of the purchase journey, with a 24% lift in ad recall and a 9% lift in purchase intent. But a new study from Google and the 4A’s found key performance metrics were high for both early- and late-stage consumers. The late-stage online video also provided a 21% lift in ad recall and a 7% lift in purchase intent.

“In an era when video influences people at every step, marketers need to catch up. As people now use video at every stage of the consumer journey, advertisers should too,” said Marla Kaplowitz, president and CEO, 4A’s.

Marketers and brands should use video at varying stages. Brands can optimize creatively. Comparison, demo and review videos are popular. Side-by-side comparisons reveal positive results too. Analysts also found ad impact of search is much stronger when video is added.  

This story first appeared in the Nov. 4, 2019, issue of Adweek magazine. Click here to subscribe.

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