Articles

15.10.2010 Consumer video reviews can match TV ads

User-generated online video reviews can replicate several positive effects typically displayed by television commercials, according to a study. Research firm comScore and EXPO Communications, which runs a website housing material created by consumers, assessed whether the output of amateurs could match that delivered by specialist practitioners.

EXPO selected a sample of 25 relevant videos covering various categories, such as electronics and packaged goods. These were rated via the 100-point scale comScore ARS employs when pre-testing official executions, based on the utilisation of rational, emotional and wider structural factors influencing recall and persuasiveness.For comparative purposes, corresponding TV and digital ads were also then identified from comScore's ARS database, including examples its clients submitted for pre-testing.

Overall, 68% of the user-generated content (UGC) fell in the "average" range concerning copy-testing scores, with 32% "above average", and none considered sub-standard. Moreover, the findings proved the importance of looking beyond web metrics like viral success, and suggested that UGC complements traditional media. This is because feedback from the public boasts particular strengths often neglected by brands using different mediums. "When conveying their experiences, the product reviewers were naturally more apt to focus on the product and its attributes," comScore ARS said. "Brands are only beginning to uncover the value that lies in giving consumers their own voice on the social web."

B.L. 15.10.2010