Understanding Creative Drivers of Online Video Engagement

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:

• The types of creative elements that tend to result in the most engaging content
• What works and what doesn’t when it comes to engaging audiences
• What appeals to the younger, Millenial audience
• Various approaches for assessing the quality of online video content