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comScore: 1 + 1 = 3 (UGC + Pro Video = Big Lift)

Posted: April 4th, 2012 | No Comments »

Published another quarterly newsletter, this one revolving research with comScore on the combined impact of user gen plus professional video to tell a complete story.  The headline is that not only were the two videos almost exactly additive in impact on consumers, but the were additive only to consumers who were using competitive products.  There was no increase in consumers willing to switch within the client’s own line to the featured product when using one video or both videos.

To me, the most interesting side finding of the research was the held attention span on the UGC video…it way outperformed 30 second spots…but also way outperformed the professional video.  We didn’t cover that a lot in this webinar, but we’re commissioning a whole separate study around why people were so taken with the user content later this year.  Stay tuned and sign up to get our next newsletter.


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