The Data Behind Better Video: Key Findings From New OM Media Trials & PadSquad Research

Video ads have a new baseline

Consumers scroll fast, multitask constantly, and skip anything that doesn't feel relevant. In that environment, the gap between standard pre-roll and enhanced video isn't marginal, it's measurable across every metric that matters: attention, recall, and purchase intent.

Our latest research, conducted with OM Media Trials, points to a clear pattern: small creative enhancements lead to big results. Richer visuals, interactive layers, motion cues, these aren't nice-to-haves. They're what separates brands that get remembered from brands that get skipped.

The shift

Consumers scroll fast. Standard pre-roll can't keep up.

People multitask constantly and skip anything that doesn't feel relevant. Our research with OM Media Trials shows that small creative enhancements, frames, motion cues, interactive layers,  consistently produce outsized brand impact, especially on mobile. The lift isn't subtle. It's measurable, repeatable, and generation-spanning.

Key findings

Recall you can measure: Enhanced formats make branding register faster and stick longer. Clearer visuals, animated borders, and branded end cards drive a 45–56 point lift in unaided recall and a 24% lift in total recall impact.

Wins at decision time: For shoppers close to purchase, enhanced video is 2× more visually appealing, with a 67% lift in "stands out from others" and stronger associations with premium quality and trust. Simple enhancements alone drive a +6 point lift in purchase intent.

Works across generations: Younger audiences engage because interactive formats feel native to mobile. Older audiences engage because the experience is intuitive. Interactive video triggers the same instinct to pause, explore, and connect, regardless of age.

Shoppable features are the #1 performance driver

When viewers can tap to explore, find a store, or browse products mid-video, intent increases dramatically. Enhanced video draws the eye — shoppable cues convert that attention into action. Combined, intent lifts reach up to 3× compared to standard pre-roll.

• Reduced friction: Shoppers get information the moment they want it — less effort, more action.
• Self-directed exploration: People engage more deeply when they control the experience.
• Layers onto enhanced video: Shoppable features perform best on top of enhanced creative. Motion earns attention; interactivity earns intent.

The Playbook

Three things winning brands do differently.

1. Build in interactive moments: Even subtle elements move the needle — tap-to-engage, product hot-spots, and browsable cards improve recall and strengthen brand perception.
2. Design to stand out instantly: Motion layers, dynamic typography, and branded frames elevate what you already have. No full redesign required.
3. Respect the viewer's time: Creative that earns attention rather than demanding it performs better across every outcome. Make video feel faster, clearer, worth watching.