comScore Study Finds Professionally-Produced Video Content And User-Generated Product Videos Exhibit Strong Synergy in Driving Sales Effectiveness
*Study Conducted with EXPO Shows Persuasive Elements of User-Generated Product Videos Lift Brand Affinity When Used in Tandem with Professionally-Produced Content*
NEW YORK, NY and RESTON, VA, March 28, 2012 – comScore, Inc., a leader in measuring the digital world, and EXPO, the 
first consumer network focused on creating and distributing high impact product videos to drive engagement and conversion, today released the results of a study on the synergy of professionally-produced video content and user-generated product videos in marketing campaigns. The study evaluated an actual campaign that included a combination of a professionally-produced “how to” video and a user-generated product video that was created and submitted by an actual product user. The results of the study indicate that professionally-produced video content and user-generated product videos are highly synergistic, driving higher levels of sales effectiveness when used in tandem. (more…)