Effectiveness of video advertisements in creating brand recognition and recall / Amir Hussein

Abstract:

The purpose of this research is to find the best media outlets of video ads, the optimum length of video ads, the characteristics of a quality of video ad and their targeting characteristics as well as to study the inter-relations between these four factors. The research was carried out in the Maldives and the five stated objectives were studied for the Maldivian video advertising environment. Data for the study was collected qualitatively and quantitatively from 5 interviews with marketing executives of 5 local companies and 117 questionnaires answered by the public.
It was found that TV is the best media outlet for video advertising in the Maldives. The 30 second video ad was found to be the best length for video ads in the Maldives. Both creative and technical quality characteristics are important for a video ad; humorous and happy storylines, clear messages, starring the right models (like celebrities) and good music are the most preferred creative quality characteristics. Specific targeting of video ads through the right media outlets, the right times and frequencies with quality video ads are the preferred targeting characteristics, inter-relations exist between the four factors (media, length, quality and targeting) and thus these factors are dependent on each other. These factors and their inter-relations are important considerations to make effective video ads.

Keywords: brand recognition and brand recall, media, length, quality, targeting.