Video sharing site YouTube seems to provide a better platform to the brands in the online video realm than rival sites in terms of enhancing "recall value," a new study has found.
Research from video content advertising firm Visible Measures found that brands enjoy a so-called "ripple" effect when they share a new video on YouTube that drives views of the brands' older videos - something that does not happen when they share a new video on Facebook, Wall Street Journal reported.
Visible Measures found that 45% of a brand's total views on YouTube are of new content and the remaining 55% are on previously uploaded videos to the brand's YouTube channel.
In its report, Visible Measures analyzed 808 video ads comprising 1.6 billion views from 548 campaigns uploaded in the first half of the year from brands such as Pepsi, Samsung and Dove.
