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

Nine Reveals Its 2019 Line-Up, Including The Return Of SeaChange, ABBA & Lego!
  • Media

Nine Reveals Its 2019 Line-Up, Including The Return Of SeaChange, ABBA & Lego!

Nine has unveiled its 2019 line-up of shows at its gala upfronts in Sydney on Wednesday night. A mix of old and a few new, probably the biggest surprise was news that the network had snared Aussie drama SeaChange – starring Sigrid Thornton and John Howard – that was last seen on the ABC in […]

Pause Fest Hits Play On Massive 2019 Line-up & Awards
  • Media

Pause Fest Hits Play On Massive 2019 Line-up & Awards

One of the industry’s biggest events is returning in 2019 with a huge speaker line-up, incredible activations and some seriously enviable networking opportunities. That’s right, Pause Fest is back, and it’s time to hit play on your ticket buying, because this is an event you cannot afford to miss. Pause Fest is boasting talent from […]

Partner Content

by pause fest

Nine Launches 9Voyager To Attract Small To Medium Advertisers
  • Media

Nine Launches 9Voyager To Attract Small To Medium Advertisers

Nine today unveiled the next stage of plans to simplify and further automate the buying of television through its unique proprietary technology 9Galaxy and launched 9Voyager, aimed at opening the TV market to more small and medium enterprise (SME) owners. 9Voyager, released at the media company’s 9Upfront event in Sydney, will allow Nine to better […]

Nine Sets Sights On Lucrative Premium Partnership Space
  • Marketing
  • Media

Nine Sets Sights On Lucrative Premium Partnership Space

Nine has showcased its premium partnership space through the strategic client solutions division, 9Powered, at its 2019 Upfront event on Wednesday evening. In unveiling its 2019 program slate, Nine highlighted how, through its schedule it delivers marketers cross-platform opportunity to align with powerful “water cooler” content and reach mass audiences at scale, delivering real, measurable […]

The Aussie Open & NRL Headline Nine’s 2019 Year Of Sport
  • Media

The Aussie Open & NRL Headline Nine’s 2019 Year Of Sport

Nine has used its upfronts to reveal its plans for Wide World of Sports for 2019. Nine’s Director of Sport, Tom Malone, used the Nine Upfront event to talk about the acquisition of tennis and the strategic rationale and power of Nine’s cross-platform suite of properties – tennis, rugby league, cricket, netball, basketball and golf. “It has been […]

Nine Reveals Its News & Current Affairs Plans For 2019
  • Media

Nine Reveals Its News & Current Affairs Plans For 2019

Nine has used Wednesday night’s Upfronts to reveal to media and advertisers its news and current affairs plans for 2019. From 5.00am, we present Nine News Early Edition with the latest in overnight breaking news from around the world. At 5.30am Today, hosted by Karl Stefanovic and Georgie Gardner. In 2019, Australia’s longest running breakfast […]

Bold Adshel Campaign Pays Off For SA Tourism Commission
  • Media

Bold Adshel Campaign Pays Off For SA Tourism Commission

South Australian Tourism Commission (SATC) has achieved outstanding results from a daring, unbranded ‘teaser’ campaign across the Adshel network. The campaign highlighted seven little-known parts of South Australia, repositioning them as hidden, luxury tourist destinations. The ‘Tell Us Where’ campaign rolled out across digital small format out-of-home Adshel sites in Sydney, Melbourne, Brisbane and Adelaide, […]

How Nike Missed The Mark On Digital
  • Marketing
  • Opinion

How Nike Missed The Mark On Digital

Nike may be the brand held up by pretty much every marketer, but as digital marketing consultant, Tam Al-Saad (pictured below), says in this guest post, when it comes to digital, the sports behemoths still needs to just “do it”… By now you should have seen or heard of the Nike “Dream Crazy” campaign. It’s the one […]

Opinion

by B&T Magazine

B&T Magazine