ThinkTV Report: Video Advertising Has Month-Long Affects
New research from marketing science academic Professor Karen Nelson-Field reveals the extent to which video advertising affects consumers’ product choices for up to a month after they are exposed to an ad.
The ‘Decay Edition’ of Professor Nelson-Field’s ongoing Benchmark Series, commissioned by ThinkTV, contains a number of findings that are designed to help advertisers and their agencies get the best out of video advertising.
Professor Nelson-Field found that ads placed in a TV content feed, viewed on any screen, positively impact sales for far longer than ads on either Facebook or YouTube.
In fact, memory retention for TV advertising was so strong that its impact on sales after 28 days was greater than Facebook or YouTube could generate at their peak, that is, immediately after viewers saw ads on those platforms. Professor Nelson-Field puts this down to TV’s superior viewability.
Professor Nelson-Field used bespoke A.I. machine-learning technology and eye-tracking software to remove human bias in her team’s data gathering for the Benchmark Series, which is explained below and here, in these short videos:
Benchmark Series Methodology in 2 minutes
Benchmark Series Methodology in 4 minutes
This latest tranche of the Benchmark Series sought to understand and compare the length of time after exposure that an ad can impact consumer product choice (sales) on the three major video platforms – Facebook, YouTube, and TV – across different screens.
Earlier findings had revealed short term sales impact scores for the three platforms by asking more than 2,500 participants to visit an online supermarket to choose products they wanted to purchase immediately after being exposed to a series of ads.
In this latest tranche, Professor Nelson-Field asked participants to re-visit the online supermarket 14 days and then 28 days after initial exposure.
Professor Nelson-Field discovered that the residual effect of an ad exposure varies significantly by platform and screen, specifically that:
- Upon re-testing, TV and Broadcaster Video-on-Demand (BVOD) advertising was shown again to have the strongest impact on sales immediately after exposure compared to Facebook or YouTube, irrespective of screen.
- Ads watched in a TV content feed, viewed on any screen, generated a stronger impact on sales immediately after exposure than ads watched on YouTube or Facebook, and continued to generate greater impact long after Facebook and YouTube advertising memories had stopped influencing consumers’ product choices.
- Advertising on Facebook and YouTube faded from memory quickly and had an impact on sales for little more than six days, whereas TV advertising’s impact on sales lasted 10 times longer.
- For every one day of impact generated from Facebook or YouTube advertising, the equivalent impact from TV/BVOD advertising was nine days.
Commenting on the results, Professor Nelson-Field said, “These new results show that some platforms work better than others when it comes to delivering that other crucial element of media effectiveness, the ability to be remembered over time.
“Not only does TV advertising generate a greater sales impact in the short term, it also sustains that sales effect by remaining in consumers’ memories for longer.
“TV continues to have this impact because of viewability. Tranche One of Benchmark showed that screen coverage and pixels are the dominant factor in generating attention and cut-through.
“TV commercials play full screen, are 100 per cent viewable and do not suffer from playing ‘below the fold’ or scrolling.
“So TV wins in two ways. Its sales impact is high up front and its decay rate is slower than competitors.
“It’s important to note that advertising works by reaching lots of people close to the buying occasion. Our decay results highlight one single group of people that were exposed to an ad on a particular day.
“But there will always be a new group of unique TV watchers tomorrow. So buying fewer impressions because the decay rate on one single exposure is superior to online would be the wrong conclusion to draw from this research. All you would do is simply miss reaching lots of new people who are close to a purchase occasion.”
ThinkTV chief executive Kim Portrate said: “The latest Benchmark findings clearly demonstrate that TV is not only the best video media platform for short-term sales impact, TV is also the best for long-term effects by enabling creative to be remembered for longer.
“And long-term effects are important for brand growth. All advertising fades over time but TV ads shine brightest and fade slowest, leading to stronger cut-through and impact on sales and longer campaign retention.
“On mobile, BVOD is the optimal choice if you want your ad to continue to impact of your target audience’s product choices over time. And when it comes to the longer-term, TV content on a TV screen remains king for influencing consumer behaviour.”
ThinkTV director of research, insights and education Steve Weaver added, “It is fascinating to discover that the residual impact from advertising in a TV content feed on mobile after 28 days is at around the same level that online platforms can deliver at their peak, immediately after the exposure.”
Latest News
Scroll Media Recruits Costa Panagos From Twitch
Digital publisher network Scroll Media has employed ex-Amazon Twitch gaming executive Costa Panagos (lead image) to strengthen its Scroll Gaming capability. Panagos is highly experienced in game advertising and media sales professional with two years in account management at Twitch and three years in media sales at News Corp, so will bring his extensive media agency […]
Year13, Microsoft & KPMG Australia Launch AI Course For Gen Zs
School-leaver service Year13 has launched a new Artificial Intelligence course to upskill young people in AI, made in collaboration with Microsoft and KPMG, at an event to rally industry support behind youth AI fluency. The free online course AI Amplified which is part of Year13’s Academy aims to provide all young people with the opportunity […]
General Motors Snares Heath Walker From Scania
General Motors has announced the appointment of Heath Walker (lead image) as the new marketing director for GM Australia and New Zealand, effective April 23, 2024. Walker brings a wealth of marketing and communications experience gained from working across various industries, including IT, sporting, and auto – notably Tesla, Nissan and most recently, Scania in […]
VML Launches New “Envoyage” Brand For Flight Centre
VML unveils new brand for travel operator Flight Centre. Alas, no sign of those paid actors pretending to be pilots.
Subaru Places Media Account Up For Review
Subaru puts media up for review, as adland journos get set for mandatory "agency drives off with..." headline.
TV Ratings (17/04/2024): Contestants Faced With Harsh Realities As Alone Australia Heats Up (Or Cools Down)
Alone still doing the business for SBS. Overly long train journeys not doing the business, but they persist anyway.
Ben Fordham Loses Number One Spot As Ray Hadley Celebrates 156th Ratings Win
The radio numbers are in! Discover who's off for a boozy lunch today & who's waiting for the dreaded HR death knock.
Gourmet Ice Cream Brand Connoisseur Launches New “Thrill Your Senses” Iteration, Via SICKDOGWOLFMAN
Rattling the old "truth in advertising" adage comes this ice-cream spot full of noticeably thin people.
Paramount’s Global Sales Boss: ‘Australia’s Converged Model Is A Blueprint For How I’d Like All Of Our Markets To Be’
Paramount's global sales boss gives local sales ops the thumbs up. Didn't weigh-in on the Lisa Wilkinson debacle.
TikTok Starts Testing Its Instagram Rival In Australia
In exciting news for piano playing cats & brattish pranks in shopping centres, TikTok unveils its Insta rival plans.
Man Wrongly Named By Seven As Bondi Killer Hires Lawyers
Struggling to save for a house deposit? Why not get wrongly identified by Sunrise!
Smartsheet Appoints Indie Agency Sandbox Media To Its Media Account
Can't stand your colleagues? Like to dob them in when they miss a deadline? These work management platforms are ideal.
Boss Not Letting You Come To Cannes In Cairns? Use This Business Case To Convince Them!
Stingy boss won't spring for a ticket to Cairns? Add this to your persuasive argument repertoire. Or grovel.
Alt/shift/ Brisbane Builds Portfolio With Ausbuild Creative, PR, Content & Social Account Win
The Brisbane comms/PR agency lands constructor Ausbuild. Also hoping for a discount on its new glass conservatory.
Young Guns Versus The Old Guard: Who Adds More Value to Our Industry?
Cannes In Cairns poking this hornet's nest in a lively debate. Just so long as the oldies can get up the stairs.
70% Of Aussies Don’t Have Green Power Plans ENGIE Says In Major Brand Campaign Via HERO
Are you the notorious "light leaver on-er" in your flatshare? Quell any infighting with this green energy news.
PrettyGood Launches Offering Brand & Media Solutions For Australasian SMEs
B&T applauds the charitable nature of this new agency. Although we'd hate to see it impact any Chrissie present sends.
A Blunt End: Dolphins Medicinal Cannabis Sponsorship At Risk
Yes, it's another NRL drug story. Yet, thankfully it doesn't involve coke in Kuta during the off-season.
Slew Of New Creative Hires At Leo Burnett Australia
Ahhh, all black! The outfit of choice for agency creatives, David Jones staff and everyone in Melbourne.
Under Armour Unveils Local “Live in UA” Campaign
American apparel brand set for yet another tilt at the Aussie market, as Nike declares "we'll see about that".
Pepsi Launches New Look, Refreshing Classic Fashion Staples Via Special PR
Are you always the bridesmaid, never the bride, as the old saying goes? How do you think Pepsi feels?
Pure Blonde Returns To A Place Purer Than Yours In New Campaign Via The Monkeys
B&T's always been a huge fan of the 'drink yourself thinner' diet plan. So big thanks to Pure blonde, vodka & tequila.
Spotlight On Sponsors: Carsales Strikes With Another Storm-Based Team
Think our hacks are living their sports journalist dreams vicariously through B&T? Confirm it with this reporting.
Commission Factory & AGL Energy Ignite Strategic Partnership To Empower Australian Energy Consumers
Concerned by global warming yet ran the fans non-stop over summer? Add to the guilt with this read.
Allied Nabs Nicola Gold From Pico International Dubai
Seasoned marketer relocates from Dubai to Sydney. Says the shopping's not as good but at least you can get a drink.
Nine’s Push For Gold, Silver & Bronze Ad Opportunities Could Break New Ground In Broadcasting
Nine insists that AI won't dominate its Olympics coverage. And not merely because Bruce McAvaney doesn't understand it.
TV Ratings (16/04/2024): Toxic City Girls Too Much For Farmer Bert
Fans calling out toxic behaviour on Farmer Wants A Wife, seemingly unaware that's the very premise of any dating show.
Kaimera Wins Afterpay ANZ Media Account
Have couriers even started to mention you're overdoing the online shopping? Probably best to avoid this Afterpay news.
Industry Reacts: Stuff Group Swoops In To Save 6pm News After Newshub Closure
As you'll read here, New Zealand's media's in a right state of flux. And nor have they forgotten 1981's underarm.
a2 Milk Launches “Only a2 Will Do’ Brand Platform In First Work From BMF
A2 milk drinkers tend not to bother everyone with their gut health issues & it's a lesson for vegans & the gluten-free.
Can You Recite It In Under 4 Seconds? Maccas Relaunches Iconic Competition With Modern Twist
Do you know what would make a fantastic ad? Drunk people at 3am trying to recite the ”two all-beef patties"
‘Liar, Liar’: Lehrmann Exposed As High Profile Defamation Case Comes To A Close
Having exhausted all avenues in his defamation case, is there only one option left for Bruce - reality television?
MECCA & Fendi Among Premium Advertisers For oOh!media Woollahra OOH Network Launch
If you've not been to the snooty suburb of Woollahra, the locals would like to thank you again for staying well away.
Yahoo Academy Announces Class Of 2024
This academy is strictly for "emerging leaders". Courses don't include 'sleeping at your desk' or 'bunking off early'.
Top 35 Media Leaders Announced For 2024 TikTok Agency Accelerator Program
Despite the ban threats, TikTok keeps marching on. Cementing its reputation as the Julian Assange of the tech.
AiMCO Announces First-Ever Diversity Webinar To Explore Inclusion In Influencer Marketing
Think influencer marketing's a little on the white side? This free webinar's for you. Sadly, it's not given TV ideas.