Measuring Contextual vs. Non-Contextual Video

video intelligence and Lumen work with a leading coffee brand to show that context really is king

video intelligence worked with research company Lumen and a leading coffee brand to determine the impact of contextual environments on ad effectiveness. Known coffee machine owners were divided into 3 groups, one group received an ad for the coffee brand out of context, where only the ad was related to coffee. Another group received a pre-roll where the article was about coffee but the following video content was unrelated to coffee. The third group received a completely contextual experience where the article, pre-roll and video were all coffee related. The results clearly demonstrate the importance of context when it comes to delivering effective advertising.

• Brand recall was 62% in the completely contextual environment group

• It was 56% in second group 

• Brand recall stood at only 42% in the first group

• 52% more people recalled seeing the pre-roll when matched contextually