What does having Gwen Stefani or Oprah in your online video do for engagement? How important is familiarity of a celebrity vs. relatability and likeability? How do brand sponsorships impact engagement? What are the differences by content category (e.g. food, entertainment, style, etc.)? These are just some questions on the minds of advertisers and publishers seeking best practices for developing content that will resonate with their target audiences.
Comscore and AOL present a review of key study findings and several case examples, which help to shed light on the types of creative elements likely to drive online video engagement.
Key findings include: