Combined Video Advertising Better Than TV Alone: Research

Combined Video Advertising Better Than TV Alone: Research
SHARE
THIS



Millward Brown conducted research that shows the relationship between Facebook campaigns and TV spend, evaluating the results of campaigns from Telstra, McDonald’s, Toyota, Nestlé and Tourism New Zealand.

The findings suggest Facebook video works best with other media — with synergies typically accounting for approximately 30 per cent of increases in brand awareness and consideration.

“TV viewing no longer means relaxing in the living room with your family watching the week’s most popular shows,” said Mark Henning, head of media & digital Australia, Millward Brown.

“Today viewers watch what they want to, when they want to, across multiple platforms and devices with fragmented, time-shifted viewing; and advertisers are increasingly challenged in the way they reach viewers.  In this environment it is important for brands to understand the role and impact of each touchpoint.

“We are pleased to work with Facebook to measure the effectiveness of their platform and provide guidance on how to maximise impact as part of multimedia campaigns.”

Millward Brown’s meta-analysis of campaigns from 2013-2016 plus specific campaigns in 2015/16 from these brands revealed:

  • Facebook Video advertising consistently delivers higher reach within a target audience compared to other online channels.
  • Facebook Video advertising can be used to extend reach beyond traditional TV media buys, where over half of Facebook reach may be incremental to TV,  it’s particularly effective at supplementing reach to light television viewers.

Facebook Video can complement other media in an integrated campaign, generating both efficiency savings and improved brand impacts. For brands that want to create emotional / physiological connections, the research also revealed:

  • Exposure to Facebook video advertising can cost efficiently impact brand metrics, with share of impact up to 80 per cent greater than share of spend.
  • Facebook video works in synergy with other media to amplify brand measures when people are exposed to multiple media within a campaign, with synergies typically accounting for approximately 30 per cent of increases in brand awareness and consideration .
  • Media planners can use Facebook Video advertising to minimise over exposure wastage often experienced with heavy TV campaigns to  improve overall campaign efficiency .
  • Good creative is critical – content specifically tailored to the media environment where it will be consumed is most likely to succeed. Digital first creative can be twice as effective at driving intent than repurposed TV ads used in digital environments.

Steve Lockwood, Facebook’s head of marketing science, Australia & New Zealand, said, “This work has helped us further understand the effectiveness of video on Facebook offering incremental reach and playing a big role in building brand metrics both in its own right and in synergy with other media – most significantly when content is produced to suit the environment of each channel.

“These findings are a great opportunity for advertisers to redefine how they think about planning, execution and content strategy to drive better results for their business overall.”

And leading brands agree, with Antonia Farquar, Nestlé’s head of media & brand experience commenting,  “We now have more confidence in the role of digital video on driving business results, particularly on mobile; the impact it can have as a channel in its own right is great, but more importantly, we saw how effectively it supports the performance of other media.

“This research has helped us redefine our planning and build a far more efficient media mix for a better return on advertising spend.”

To learn more, download the full report here.

Please login with linkedin to comment

Future Forum Online ads

Latest News

Women In Media Profile: Judy Sahay
  • Media

Women In Media Profile: Judy Sahay

B&T's Women in Media profiles are like a wave washing over you. Even more so if an actual wave washes over you.

by B&T Magazine

B&T Magazine
How B2B Companies Can Use Their Customer Data More Effectively (And Why They Need To)
  • Marketing
  • Opinion

How B2B Companies Can Use Their Customer Data More Effectively (And Why They Need To)

In this opinion piece, SalesPreso co-founder and CMO Joel Thomson (pictured below) explains how B2B companies can use their data more effectively and deliver a personalised customer experience that matches their B2C counterparts. From the Cambridge Analytica scandal to the EU’s recent GDPR legislation, this year has prompted individuals all over the world to consider […]

Opinion

by B&T Magazine

B&T Magazine
M&C Saatchi Launches THIS Film Studio
  • Advertising
  • Marketing
  • Media

M&C Saatchi Launches THIS Film Studio

Not one to rest on its laurels, M&C Saatchi unveils new production studio it hasn't called 'Not One To Rest On Laurels'.

Creative Agency Launches Project Management Tool ‘Hassl’
  • Advertising
  • Technology

Creative Agency Launches Project Management Tool ‘Hassl’

Yesterday at TedX Melbourne the team behind award-winning, Melbourne-based agency Your Creative launched their new tech venture Hassl, the project management platform taking on Trello and the likes. With the belief there was a better design solution to project management, the platform has been developed over the last two years in collaboration with their clients. […]

ABC Axes Tom Ballard’s Tonightly
  • Media

ABC Axes Tom Ballard’s Tonightly

It's one of the ABC's edgier, controversial shows, but Tom Ballard's proven too edgy and controversial for ABC chiefs.

Taboola Strengthens APAC Programmatic Offering With New Partnership
  • Advertising
  • Media

Taboola Strengthens APAC Programmatic Offering With New Partnership

Global discovery platform Taboola has announced a strategic partnership with Wider Planet, Korea’s largest demand-side and data management platform. The partnership builds on Taboola’s programmatic efforts in Asia-Pacific, and will bring together Korea’s largest demand platform for agencies and brands to provide access to Taboola’s global audience through premium publisher placements. The partnership means advertisers […]

The Haus Picks Up Two New Clients
  • Marketing

The Haus Picks Up Two New Clients

The Haus announces two new client wins. Admittedly, not as good as winning three, but far better than losing four.

businessman using tablet PC and information communication technology concept. IoT(Internet of Things). GUI(graphical user interface). paperless office.
  • Marketing
  • Technology

Smartly: The Future Of Martech Is Automated

Automated ad buying platform, Smartly was at the centre of the tech innovation stage at the Online Retailer conference 2018. Smartly head of ANZ Marta Bonzanini (pictured below) discussed the integral role automation plays in the future of marketers and creatives. “If an ad is not performing as well as planned, you probably have some […]

Messenger Launches Video Chat AR Games
  • Technology

Messenger Launches Video Chat AR Games

For the moments when we can’t be together IRL, Messenger video chat helps you connect in real-time with the people you care about most. Chatting face-to-face live makes all the difference when you have exciting news to share, you need a study buddy for a big test, or you simply want to pass the time […]

Sphere Wins Stockdale And Leggo
  • Media

Sphere Wins Stockdale And Leggo

Sphere snares Stockdale & Leggo business, which is a real estate group & not a simmer sauce as first reported on B&T.

Aussie AgTech Start-Up Leads Global Farming Innovation
  • Technology

Aussie AgTech Start-Up Leads Global Farming Innovation

With Aussie farmers facing so many challenges, could the answer be Blockchain technology? Ranking top 10 at this year’s Overseas Talent Entrepreneurial Conference (OTEC), pitching against 32 other start-ups from around the world, Aussie start-up Agunity are leading AgTech innovation. Having won the right to represent Australia during Investible’s nation-wide pitch competition, AgUnity took to […]

Women In Media Profile: Carolyn Bollaci
  • Media

Women In Media Profile: Carolyn Bollaci

Facebook's Carolyn Bollaci is the latest to sup at B&T's truth serum we prefer to call our Women in Media profiles.

by B&T Magazine

B&T Magazine
Vic Govt Unveils ‘Tafe + Jobs’ Via Fuel Agency
  • Advertising
  • Campaigns

Vic Govt Unveils ‘Tafe + Jobs’ Via Fuel Agency

The Fuel Agency has launched the new ‘TAFE + Jobs’ campaign, aimed to promote and drive applications and enrolments for courses starting in 2019 There’s a lot happening in Victoria, with record investment in road and rail projects, and in the health, community and disability sectors. As a result, there’s greater demand for skilled workers. […]

Rakuten Marketing Appoints New CEO
  • Marketing
  • Technology

Rakuten Marketing Appoints New CEO

Rakuten has a new CEO. However, judging by the tired handshake photo, B&T doesn't have any new ways of illustrating it.

Why Consumers Block Your Advertising
  • Advertising
  • Opinion

Why Consumers Block Your Advertising

Who better to explain why your ads are getting blocked than a real ad blocking expert. As B&T has done right here.

Opinion

by B&T Magazine

B&T Magazine
Women In Media Profile: Jackie Crossman
  • Media

Women In Media Profile: Jackie Crossman

B&T has spared no expense with today's top Women in Media profile, save for suit hire, corsage and dry-cleaning.

by B&T Magazine

B&T Magazine
Kantar certified by Google as a verified Measurement Partner
  • Technology

Kantar certified by Google as a verified Measurement Partner

The announcement designates Kantar as an approved third-party measurement provider for brands looking to verify their media spend performance on Google owned platforms. Kantar is approved globally to provide both Brand Lift Insights for evaluation of brand impact from campaigns and for independent measurement of audience reach from campaigns on Google properties. Kantar CEO Eric […]

THIS
  • Advertising
  • Marketing
  • Media

Final Call! B&T Late Entries Close Today!

B&T Award entries officially close at 5pm today! Good news if you've almost finished, bad news if you haven't started.

by B&T Magazine

B&T Magazine