Thursday, December 15, 2011, 10:31 AM ET|Posted by Will RichmondSince online video burst on the scene, there has been a demarcation between "premium" content and everything else. A common definition is that "premium" content comes from well-known brands (e.g. studios, TV networks, etc.) while everything else doesn't. But a more subtle distinction often can be found in premium content's higher production values - improved lighting and sound quality and the use of visual special effects (VFX). VFX can range from the small (animating objects) to the big (whole scenes treated with specialized looks). VFX gives content something extra, ranging from a real "wow" factor to a more subtle polish that makes it innately more appealing.
Just as premium content providers have long understood the value of VFX, so too have advertisers, particularly for expensive, high-profile TV ads. Now, with the migration of audiences to online video, and the interest of brands in increasing their spending in this medium, VFX can similarly improve the effectiveness and ROI of online video ads. That's the conclusion of a new research study from GenArts, a leading VFX provider. While my usual caveats about sponsored research apply, the study demonstrates multiple ways that VFX-enhanced ads increase key ad metrics.