• About
    • History of Dallas SEO
  • Contact
  • Topics
    • Bing
    • Blogging
    • Branding
    • Domain Names
    • Google
    • Internet Marketing
    • Link Building
    • Local Search
    • Marketing
    • Public Relations
    • Reputation Management
    • Search Engine Marketing
    • Search Engine Optimization
    • Search Engines
    • Social Media
    • Tech
  • Advertise
  • Services
    • Search Engine Optimization
    • Ongoing SEO Services
    • SEO Expert Witness
    • Google Penalty Recovery
    • Mini SEO Audit
    • Link Audit
    • Keyword Research
    • Combine Websites SEO Services
    • PPC Management
    • Online Reputation Management
    • Domain Name Consultant
    • Domain Names & Expired Domains
    • Domain Name Appraisal

Bill Hartzer

GoDaddy Airo: Register your .com domain name today!
Home » Internet Usage » Study: User-Generated Video Reviews Just As Effective as Professionally Produced TV Ads

Study: User-Generated Video Reviews Just As Effective as Professionally Produced TV Ads

Posted on October 13, 2010 Written by Bill Hartzer

The results of a study was released today that shows that user-generated videos are just as effective for sales as professionally-produced videos. If that is the case, then why do we need to hire a professional to produce a video?

comScore, Inc. (Nasdaq: SCOR), a leader in measuring the digital world, and EXPO Communications, Inc., a leading consumer-generated video platform, today announced the results of a study on the marketing potential of user-generated video content.

ars comscore study

The results indicate that the highest performing user-generated product reviews contained many of the sales effective elements seen in professionally-produced television commercials. Furthermore, the rates of presence of many of these elements were greater than those typically seen in the rival digital format of banner and rectangle display ads. Videos were scored using comScore ARS’s content assessment methodology, ARS Zipline, which is used in the marketing industry as a means of quantifying the potential of advertising creative to be recalled and to persuade consumers.

User-Generated Video Reviews Exhibit Sales Effective Content

In the research, a sample of twenty-five video product reviews across various categories (including electronics and consumer packaged goods) was selected and evaluated according to their inclusion of content known to be key drivers of persuasiveness and memorability. The product reviews were drawn from the EXPO online product review database in a manner similar to that used by advertisers when searching the database for marketing content. The TV and digital ads were selected from the ARS database, which includes ads that were pre-screened by clients and then submitted for qualification via copy-testing.

To further quantify the results, the videos were scored on a scale of 1-100 based on comScore ARS’s validated elements of video persuasiveness and memorability, such as the presence of rational, emotional and structural attributes. The distribution of scores for the 25 select cases demonstrated that there is potentially much marketing value to be mined from user-generated video content. Among the highest performing videos were reviews for Clairol, Gain, Mr. Clean Magic Eraser, LG Electronics and Apple. (See example videos here: http://corp.expotv.com/comscore-ars-ugc-video-study)

User-Generated Video Reviews Complement Television and Display Advertising

The study also revealed that the user-generated videos displayed their greatest strengths in areas different from other forms of media. When conveying their experiences, the product reviewers were naturally more apt to focus on the product and its attributes. This resulted in a strong branding presence and communication of such elements as product convenience and quality, which are key rational elements in increasing an ad’s persuasiveness to a prospective buyer.

Filed Under: Internet Usage

About Bill Hartzer

Bill Hartzer is the CEO of Hartzer Consulting and founder of DNAccess, a domain name protection and recovery service. A recognized authority in digital marketing and domain strategy, Bill is frequently called upon as an Expert Witness in internet-related legal cases. He's been sharing insights and research here on BillHartzer.com for over two decades.

Bill Hartzer on Search, Marketing, Tech, and Domains.

Recent Posts

  • Metricool Brings Real Analytics to Personal LinkedIn Profiles July 8, 2025
  • This Cleveland Agency Found a Smarter Way to Rank in Every Suburb—Without Opening More Offices July 8, 2025
  • Survey: Gen Z Reuses Passwords but Demands Bank-Level Security From Small Businesses July 8, 2025
  • Liftoff Reveals What’s Actually Working in Mobile Ads July 7, 2025
  • EasySend’s Big Move: AI Tools That Make Static Forms Obsolete July 7, 2025
  • Is Social Media Failing Small Businesses? New Survey Reveals a Hidden Blind Spot July 7, 2025
  • Why Cloudflare’s Pay Per Crawl Is a Trap for 99% of Websites July 2, 2025
  • The Hidden Risk of Double Letters in Brand and Domain Names July 2, 2025
  • GEO Verified™ Launches to Help Brands Survive the AI Search Shakeup July 1, 2025
  • RetailOnline.com Hits the Market After 25 Years—And It’s Built for the Future of E-Commerce July 1, 2025
  • AI-Powered Task Planning: The Future of Business Efficiency and Personal Productivity June 30, 2025
  • New Yoast Add-On Turns Google Docs Into an SEO Power Tool June 26, 2025
  • Simon Data Flips the Script on Marketing with AI Agents June 26, 2025
  • IAB Lays Down the Law for Gaming Ads—Here’s What Brands Need to Know June 26, 2025
  • Google Review Extortion Text Message – Scam Warning for Business Owners June 25, 2025
  • Google Names SearchKings Top AI Innovator for Transforming Lead Quality June 24, 2025
  • Marketing Exec Buys Social Media Firm in Deal That Signals Big Plans June 24, 2025
  • Amsive Takes on ChatGPT and Gemini with Next-Gen SEO for the AI Search Era June 23, 2025
  • Reddit Sued After Google’s AI Overviews Allegedly Gutted Traffic June 19, 2025
  • Globant Unleashes FUSION: AI Marketing Agents Built to Do the Work June 18, 2025

Hartzer Domains

Bare-Metal Servers by HostDime

DFWSEM logo

Bill Hartzer is a Brand Ambassador for:

Industry Friends

I Love SEO
WTFSEO
SEO By the Sea
Brian Harnish
Jeff Lenney
Jeff Gabriel
Scott Hendison
Dixon Jones
Brian Hartzer
Navah Hopkins
DNAccess
SEO Dallas
Confirmed Stolen

Connect With Bill Hartzer

Bill Hartzer on Twitter
Bill Hartzer on BlueSky
Bill Hartzer on Instagram
Hartzer Consulting on Facebook
Bill Hartzer on Facebook
Bill Hartzer on YouTube

Categories

  • Advertising (109)
  • AI (201)
  • Bing Search Engine (8)
  • Blogging (43)
  • Branding (19)
  • Domain Names (315)
  • Google (260)
  • Internet Marketing (51)
  • Internet Usage (95)
  • Link Building (53)
  • Local Search (63)
  • Marketing (232)
  • Marketing Foo (34)
  • Pay Per Click (9)
  • Podcast (19)
  • Public Relations (9)
  • Reputation Management (14)
  • Search Engine Marketing (46)
  • Search Engine Marketing Events (60)
  • Search Engine Marketing Firms (93)
  • Search Engine Marketing Jobs (33)
  • Search Engine Optimization (189)
  • Search Engines (223)
  • Social Media (302)
  • Social Media Marketing (58)
  • Tech (16)
  • Web Analytics (21)
  • Webinars (1)

Note: All product names, logos, and brands are property of their respective owners. All company, product and service names used in this website are for identification purposes only, and are mentioned only to help my readers. All other trademarks cited herein are the property of their respective owners. Use of these names, logos, and brands does not imply endorsement.

 

Hartzer Consulting

Website, Content, and Marketing by Hartzer Consulting, LLC.

Disclaimer - Privacy Policy - Terms of Use

Copyright © 2025 ·