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.
Independent brand and digital agency, Archibald Williams (AW) has been appointed to lead the NBA account across the APAC region. The NBA is one of the most prestigious sporting leagues in the world and basketball is one of the fastest-growing sports in Australia. Effective immediately, AW said it was “excited” to work across all digital, […]
B&T's shining a light on industry folk prior to adland. Preference given to anyone purporting actual UFO abduction.
Leading digital outdoor company QMS has announced it is the first-ever inaugural partner for Most Contagious APAC, the landmark London event by creative and strategic intelligence company Contagious, which will be showcased in Australia on Tuesday, 12 December in Sydney and Wednesday, 13 December in Melbourne. Most Contagious is an event that delivers key advertising […]
Omnicom’s data and analytics division Annalect has partnered with Meta, giving it access to Advanced Analytics (AA) – one of Meta’s privacy-focused measurement solutions – to provide Omnicom’s clients with future-proof, next-level measurement. Omnicom is the first holding company to have access to AA. AA allows advertisers to combine their first-party data with Meta’s ads […]
WPP’s AKQA has launched Fixmas.gift, an environmentally conscious AI-powered DIY assistant, affectionately known as Fixie, for a one-stop solution for all things repair. Fixmas.gift hosts an array of guides and inspiration to empower people to prolong the lives of their belongings or purchase pre-owned items that need a little love and care. Fixie can: Help […]
Marc Collister (pictured) of P2 Content Creators spills the beans on his 2024 predictions drawing from two decades of experience in the advertising, film and television industry. I’m certain it will come as no surprise that in 2024, we can expect our industry to move at breakneck speed again. With even more rapid shifts in […]
Zeno Australia has announced expanded creative design capabilities and the appointment of Jim Michell (lead image) to its senior leadership team. The new moves support strong growth in the region. Zeno Australia’s clients, including Abano Healthcare, Motorola and Yorkshire Tea, can now tap into a suite of creative design services to augment the agency’s work […]
Assembled Media, is drawing upon the creative power of TikTok Creator Marketplace to help generate unique, impactful content for iconic stationery brand, BIC. The social activation campaign titled ‘A Pen for Every Side of You’ promotes the flexibility of BIC’s 4 Colours pen and is active nationwide on the BIC Stationery TikTok account. The campaign […]
Pinterest reckons jellyfish & moody cowboys will be big in 2024. Refused to be drawn on the return of shoulder pads.
IAB Australia has launched ‘Evolution in Market Mix Modelling’, the fourth module in its Marketing Measurement Innovation Series, which has been developed by IAB Australia’s Ad Effectiveness Council. The module explores what is driving the increased use of MMM and how the technique is evolving with advances in computing power and machine learning to provide […]
Scope3, the collaborative sustainability platform leading the decarbonisation of media and advertising, announced the addition of digital out-of-home (DOOH) to its emissions measurement. With DOOH ad spending predicted to grow from $17B in 2023 to nearly $24B by 2028, measuring this channel brings us one step closer to understanding the total impact of digital advertising […]
NRF 2024: Retail’s Big Show Asia Pacific, is now open for online registrations for the main conference. Jointly organized by the National Retail Federation and Comexposium, Retail’s Big Show Asia Pacific will take place from 11 – 13 June, 2024 at the Sands Expo and Convention Centre in Singapore and is expected to draw thousands […]