The challenge
Google needed to test the brand impact of two different technologies for online video advertising campaigns. The hypothesis was that Click-to-Play (a technology which requires users to click on web-based video advertising to start it) creates a better impression on brand image than Pre-Roll (a technology where the ad starts playing with no interaction or ‘consent’). The research was unusual, as its objective was to measure the impact of the media rather than the brand itself. The challenge therefore was creating a method using existing media campaigns as examples, but without the examples themselves distracting from the ad-serving technology being tested.

Our approach
A carefully worded web-based questionnaire was designed that introduced the two ad-serving technologies to a respondent base of 600. Examples of the ad technologies were embedded in the questionnaire, with controls to ensure interaction was as ‘natural’ as possible. A number of different campaigns were used as examples, to minimise the effect a specific campaign may have on responses about the technology. In addition, the technologies were displayed in different orders for each respondent to reduce any bias created by the order in which they were presented.

Real results
The research gave Google clear guidance on which method would increase both respect for a brand and purchase consideration. In addition, feedback was provided about how users see internet advertising in general: they are more vehemently opposed to it than to advertising elsewhere and they are more likely to recognise higher profile campaigns not just confined to the internet. These views were important in giving context to the method preference. At the time of writing, Google uses only the recommended method.