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Video Resolution Significantly Affects Digital Ad Engagement: Study

PointRoll, PlayCollective Find Hi-Res Video Grabs Attention, Keeps It

NEW YORK, NY -- (Marketwired) -- 07/30/14 -- High-resolution video ads are significantly more pleasing and more engaging than low-resolution ads and these effects are particularly strong on tablets. So found a study that PointRoll, the digital advertising innovation company known for its leadership in dynamic and cross-screen technology, conducted with PlayCollective, a strategy and research group that uncovers insights into all consumers in general and families in particular.

The study has broad implications for video advertisers, because it demonstrates empirically that consumers are attuned to the quality of video ads. Even more significantly, video quality affects the effectiveness of the ads themselves -- a fact that had previously been a matter of debate.

The male and female participants, age 25-40, watched two video ads on a laptop, and two additional ads on a tablet. Each participant saw two randomly selected high- and two low-resolution video ads. The PointRoll Science Lab measured biometric changes in heart rate, skin conductance, and facial electromyography, or EMG from the first second of exposure to the end of each execution.

"The biometric results demonstrate conclusively that higher video resolution significantly increases engagement with digital advertising," said PlayCollective CEO and Chief Play Officer J. Alison Bryant. "For video advertisers seeking to produce the most effective ads, that's an important finding."

Furthermore, post-study survey results showed that not only was there a positive biometric response to higher-quality video, but users genuinely enjoyed the video experiences more for higher-quality content, especially on tablets.

"Anything that makes a video ad more engaging is worth noting, of course, and as audiences move increasingly to mobile devices, the finding that the effects of high-resolution video are particularly powerful on mobile devices stands out," said PointRoll VP of Product Joe Sullivan. "Advertisers want to reach consumers in the best way possible, and now we know that on mobile, in particular, that means video ads must be high-res."

This study is the first produced by the PointRoll Science Lab, which the company created in partnership with PlayCollective. PointRoll Science offers custom insights and consultation services to high-impact brands, generating data that drives the creation and understanding of highly effective digital ads.

For a detailed summary of the report, click here: http://link.pointroll.com/science

This story appeared first in MediaPost.

About PointRoll
Since 2001, PointRoll, a Gannett Company (NYSE: GCI), has transformed the way advertisers, agencies and publishers create, manage and deliver the most effective digital advertising. Today, PointRoll provides advertising innovations across the many screens of video, mobile, desktop and social while offering a unique strategic creative perspective. With core technology in both multi-screen delivery and data driven creative and an industry leading dynamic creative optimization (DCO) offering, PointRoll enables advertisers to effectively connect and convert consumers through highly engaging and relevant ad experiences. For more information, visit http://www.pointroll.com or follow us @pointroll.

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