A recent Ad Age story notes that a traditional TV-style ad will retain audiences far better than vlogger beauty tutorials. However, direct vlogger-style content actually led to the most action.
These were the findings of a recent Google-L'Oreal experiment that tested younger and older viewers' retention during both types of content.
- "People of all ages chose to watch the glossy, highly produced ad more than the other versions"
- "But the more direct and intimate video was most effective for younger viewers"
- "The direct, intimate video ad style spurred more consumers—of all ages—to action"
Google has a wonderful summary of the entire experiment, which is certainly worth a read.