comScore ARS Study Finds User-Generated Video Reviews Exhibit Elements of Sales Effectiveness Usually Found in Professionally Produced TV Ads

Persuasive Elements of EXPO's User-Generated Videos Have Potential to Complement Traditional TV and Digital Ad Campaigns

To download a copy of the webinar explaining the methodology and results of the study, click here.

In September 2010 comScore was engaged by EXPO Communications, Inc. to conduct a study to project the impact user-generated video reviews have on product sales. Twenty five product reviews from EXPO's library were assessed using comScore ARS's proprietary scoring methodology used as an industry-standard to project the persuasiveness of professionally produced television commercials. The user-generated videos scored highly in areas such as product quality and convenience, elements typically attributed to being highly impactful on eventual product sales.

The results showed that the highest performing video product reviews contained many of the sales-effective elements that occur in professionally-produced television commercials--and in many cases the user generated videos scored higher than the average television commercial. Many videos also significantly outscored traditional digital display advertising as well.

"The results of our research suggest that user-created video is a format that not only yields promising persuasive executions, but does so in a way that complements traditional forms of media," said Frank Findley, Vice President of comScore ARS. "When advertisers think of user-generated content, they mostly consider the impact of creative going viral. By applying our research methods to EXPO consumer product review videos, comScore ARS is helping to develop a broader understanding of this unique marketing format."

"We have always believed that the sincerity and real-world experiences demonstrated by our members in their videos would be persuasive to other consumers," said Daphne Kwon, co-founder and CEO of EXPO. "The amazing thing is that these results weren't the outcome of the investment in time and money advertisers spend on perfecting their TV commercials. These videos were created by EXPO members who were just trying to convey their actual, unbiased product experiences to other consumers."

A sample of some of the consumer-generated video reviews looked at during the ARS Zipline study is featured on this page. Click to watch a product review containing elements of video persuasiveness and memorability, such as the presence of rational, emotional and structural attributes.

EXPO and comScore ARS conducted a webinar on Wednesday, November 3 to further explain the methodology and results of the study. To download a copy of the webinar, click here.



Video Embed

You can use the following code to embed the example videos shown to the right:

Mean_Queen's review of Mr. Clean Magic Eraser:
<div><object width='320' height='278'><param name='movie' value='http://www.expotv.com/video/embed/242833' /><param name='wmode' value='transparent' /><param name='allowScriptAccess' value='always' /><param value='true' name='allowfullscreen' /><embed src='http://www.expotv.com/video/embed/242833' type='application/x-shockwave-flash' wmode='transparent' allowfullscreen='true' allowScriptAccess='always' width='320' height='278'></embed></object><br />See all <a href='http://www.expotv.com/Cleaning/c142'>Cleaning/Household Goods reviews</a> at Expotv</div>

cggood's review of Clairol's Nice 'n Easy Perfect 10:
<div><object width='320' height='278'><param name='movie' value='http://www.expotv.com/video/embed/283504' /><param name='wmode' value='transparent' /><param name='allowScriptAccess' value='always' /><param value='true' name='allowfullscreen' /><embed src='http://www.expotv.com/video/embed/283504' type='application/x-shockwave-flash' wmode='transparent' allowfullscreen='true' allowScriptAccess='always' width='320' height='278'></embed></object><br />See all <a href='http://www.expotv.com/Hair/c42'>Hair Care reviews</a> at Expotv</div>

adougherty27's review of Apple's iPad:
<div><object width='320' height='278'><param name='movie' value='http://www.expotv.com/video/embed/316235' /><param name='wmode' value='transparent' /><param name='allowScriptAccess' value='always' /><param value='true' name='allowfullscreen' /><embed src='http://www.expotv.com/video/embed/316235' type='application/x-shockwave-flash' wmode='transparent' allowfullscreen='true' allowScriptAccess='always' width='320' height='278'></embed></object><br />See all <a href='http://www.expotv.com/Laptops/c73'>Laptops reviews</a> at Expotv</div>

jodimalu's review of the LG frontloading washing machine:
<div><object width='320' height='278'><param name='movie' value='http://www.expotv.com/video/embed/317737' /><param name='wmode' value='transparent' /><param name='allowScriptAccess' value='always' /><param value='true' name='allowfullscreen' /><embed src='http://www.expotv.com/video/embed/317737' type='application/x-shockwave-flash' wmode='transparent' allowfullscreen='true' allowScriptAccess='always' width='320' height='278'></embed></object><br />See all <a href='http://www.expotv.com/Large-Appliances/c140'>Large Appliances reviews</a> at Expotv</div>

evva99's review of Gain Original Fresh Dishwashing Liquid
<div><object width='320' height='278'><param name='movie' value='http://www.expotv.com/video/embed/321936' /><param name='wmode' value='transparent' /><param name='allowScriptAccess' value='always' /><param value='true' name='allowfullscreen' /><embed src='http://www.expotv.com/video/embed/321936' type='application/x-shockwave-flash' wmode='transparent' allowfullscreen='true' allowScriptAccess='always' width='320' height='278'></embed></object><br />See all <a href='http://www.expotv.com/Cleaning/c142'>Cleaning/Household Goods reviews</a> at Expotv</div>