Aussie-first Study To Change How Advertisers Think About Video

Aussie-first Study To Change How Advertisers Think About Video
SHARE
THIS



The impact that viewability on all screens has on sales will be revealed in a unique study with leading academic Dr Karen Nelson-Field at the ReThinkTV marketing forum next month in Sydney.

The study, known as The Benchmark Series, will examine topics such as the impact of viewability, sponsorship, premium content and viewing device to interrogate the effectiveness of video advertising across devices and across platforms.

This instalment of The Benchmark Series tackles the topic of viewability.

The findings on viewability will show that TV delivers more sales impact and attention than advertising in any online environment.

The study is one of a number of reports from the newly-created ThinkTV Smart Lab, an independent laboratory established to carry out cutting-edge research into the performance of TV advertising and led by Dr Karen Nelson-Field (pictured above), Professor of Media Innovation at the University of Adelaide.

The laboratory’s two-year research program will help advertisers and media agencies get the best out of TV by providing robust evidence and greater clarity about how multi-platform TV advertising delivers business results.

Dr Nelson-Field said the viewability results from The Benchmark Series will fundamentally change how advertisers think about video advertising.

“Among other findings, we found that 100 per cent viewable inventory provides twice the ROI than the current online video standard, regardless of time spent viewing,” she said.

“Non-premium digital environments that trade on less than 100 per cent viewability have limited return on advertising spend.”

ThinkTV CEO Kim Portrate said: “We are committed to proving the efficacy and return on investment of TV advertising, and The Benchmark Series will complement our $1 million Payback Australia study to debunk the myth that TV advertising is less effective than other channels.

“The viewability findings remove any doubt that advertisers should demand video platforms that provide 100 per cent viewability because the more viewable the ad, the higher the sales impact, irrespective of time spent viewing,” she said.

“This information is absolutely critical for marketers looking to improve campaign effectiveness.”

Dr Nelson-Field will present the full findings of the viewability component of The Benchmark Series at ReThinkTV, along with Richard Basil-Jones from Ebiquity, who will present the full industry report of the Payback Australia study, showing the average return that Australian advertisers are getting from their media investments.

ReThinkTV 2017 will be held on Thursday 14 September at Luna Park in Sydney.

Latest News

Starts At 60 Makes Two Executive Appointments
  • Media

Starts At 60 Makes Two Executive Appointments

Mature-age media platform Starts at 60 has welcomed two new leaders to its executive team as it looks to scale up and broaden its commercialisation. Amena Reza (pictured above, right) moves into the role of chief operating officer. She was formerly the managing director of ML Design, and is a chartered accountant and a non-executive […]

HubSpot Creates ‘Marketing Hub Starter’ For Small Businesses
  • Marketing
  • Technology

HubSpot Creates ‘Marketing Hub Starter’ For Small Businesses

Marketing software player HubSpot has launched Marketing Hub Starter, a new software offering that aims to give growing teams the tools they need to start marketing right. This new tier of HubSpot’s platform is designed with small businesses in mind, consolidating the capabilities of existing disparate marketing tools into one platform and offering an affordable […]

Market Research Industry Cracks Down On Shonky Behaviour With New Digital Platform
  • Marketing

Market Research Industry Cracks Down On Shonky Behaviour With New Digital Platform

The Association of Market and Social Research Organisations (AMSRO) has launched a digital platform to highlight fake or illegitimate research activities to the public. ‘Phish of the Day’ enables AMSRO members, as well as the general public, to report any scams or non-genuine market and social research activities to the association. These might include telemarketing […]

Pooled Energy Appoints Magnum & Co And The Wired Agency
  • Advertising
  • Marketing

Pooled Energy Appoints Magnum & Co And The Wired Agency

Swimming pool electricity retailer Pooled Energy has appointed Magnum & Co and sister agency The Wired Agency to its roster, following a competitive pitch. Magnum & Co will handle Pooled Energy’s social media and PR, while The Wired Agency has been appointed to manage the company’s search and display advertising. Both agencies will collaborate with […]

Masculinity Roasted In Clever New Ad
  • Advertising
  • Campaigns

Masculinity Roasted In Clever New Ad

Think masculinity means drinking a case without chundering? Well, rediscover it (& possibly yourself) with this top ad.

by B&T Magazine

B&T Magazine
WPP AUNZ Partners With Career Trackers Indigenous Internship Program
  • Advertising

WPP AUNZ Partners With Career Trackers Indigenous Internship Program

Advertising and marketing network WPP AUNZ has joined the Career Trackers Indigenous Internship Program as part of its commitment to a diverse workforce, and the creation of opportunities that inspire excellence. As part of the program, WPP AUNZ has welcomed its first three interns: Abi-Leigh Dillon (WPP AUNZ), Amy Mccutcheon (MediaCom) and Jacinta Evans (Ogilvy), […]

Taboo Goes On A Hiring Spree
  • Advertising

Taboo Goes On A Hiring Spree

Taboo has gone a hiring spree. And when it comes to sprees, that's far better than a shooting one or a farting one.

M&C Saatchi Group’s 1440 Shuts Up Shop
  • Marketing

M&C Saatchi Group’s 1440 Shuts Up Shop

Sadly, M&C Saatchi's 1440 is no more. And chances of it being reborn as 1550 not looking much chop either.

by B&T Magazine

B&T Magazine
Luke Kelly Becomes A Partner At HBT
  • Advertising
  • Marketing
  • Technology

Luke Kelly Becomes A Partner At HBT

B&T's not sure what's with that twirly thing in the press photo, suffice to say a vortex to an alternate dimension?

Women In Media Profile: Alison Michalk
  • Media

Women In Media Profile: Alison Michalk

If B&T's Women in Media profiles were an animal they would be a gazelle or lioness, or even a lioness eating a gazelle.

by B&T Magazine

B&T Magazine
Grant Broadcasters Makes Several Changes To Senior Executive Team
  • Media

Grant Broadcasters Makes Several Changes To Senior Executive Team

Independent media company Grant Broadcasters has announced a number of changes to its executive ranks. Grant Cameron will move up to become non-executive chairman for the company, and Alison Cameron (pictured above) – currently the chief operating officer – will assume the CEO role. Dugald Cameron remains responsible for the family’s investment portfolio and is […]