Orlando Wood unlocks the secrets of effectiveness for online video advertising

Analysis covering online video advertising by Orlando Wood, chief innovation officer at research firm System1, revealed various best practices for brands to follow.

Research firm System1 and measurement company TVision discovered that TV ads that feed the “right brain” – say, by using defined characters, locations, and storylines – deliver the strongest levels of consumer attention and emotion.

While that outcome may be expected in the big-screen, lean-back world of TV, the digital space often is perceived to be less hospitable to this type of advertising. Instead, it is assumed, left-brain online ads that feature will perform better given the fleeting nature of consumer attention.

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