Ad Swap interactive ads improve viewer engagement

Michelle Clancy ©RapidTVNews | 03-10-2011

Online TV operator has conducted research on whether its Ad Swap technology improves the ad experience for advertisers and viewers.

Using metrics like brand recall, favorability (sic) and purchase intent, the research found that video ads that a user proactively chose to swap into (versus a video ad that was served at random) performed to a significantly greater degree than those that were not.
Specifically, unaided recall of the brand went from 30% to 58% (+93%), while aided recall became near universal, from 59% to 91% (+54%). Brand favorability went from 34% to 43% (+27%), while stated relevancy went from 15% to 22% (+46%). Purchase intent went from 23% to 31% (+35%)
Hulu’s Ad Swap option is designed to allow users to click on a button on the screen to see a list of different options for brands to see advertising from during the programming, based on previous preferences and viewing history. The idea is to offer users more choice and control—Hulu said it expects response rates of around 3%.
The site plans to continue to research Hulu Ad Swap, to work to deliver both a more frictionless consumer advertising experience and better results for advertising customers. “For those who do choose to interact with this feature, we’ll have learned a little more about their preferences. We can turn that learning into a better ad experience for our users, a better ad platform for our advertisers, and an improved monetisation vehicle for our content partners,” said the company in a statement.
Choice-based ad formats like Hulu Ad Swap offer interactivity to improve the effectiveness of advertising. Interactive formats can significantly exceed the effectiveness and efficiency of traditional video ad formats by allowing the consumer to choose the most relevant ad to them at that moment; plus, consumers like to feel justified about the choices they make.