Aussie-first Study To Change How Advertisers Think About Video

Aussie-first Study To Change How Advertisers Think About Video

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.

Please login with linkedin to comment

Dr Karen Nelson-Field ReThinkTV ReThinkTV 2017 The Benchmark Series Video Analytics

Latest News

Roger Federer Stars In New UNIQLO Campaign
  • Advertising

Roger Federer Stars In New UNIQLO Campaign

Global apparel retailer UNIQLO has launched “LifeWear: Made for All,” a new multimedia campaign. It features personal, insightful interviews with tennis legend Roger Federer, renowned NYC artist Futura, UNIQLO Team Sweden’s table-tennis champ Anna-Carin Ahlquist, Uniqlo U Artistic Director Christophe Lemaire of the UNIQLO Paris R&D Centre, the company’s social mission partners, and other voices […]

Red Havas’s Alex Erasmus Moves Into The Haus
  • Marketing

Red Havas’s Alex Erasmus Moves Into The Haus

Independent communications group The Haus has appointed Alex Erasmus to the position of Group Strategy Director. Erasmus joins from Red Havas, where he spent the last four years. Most recently, he was National Head of Strategy. He comes with a wealth of experience across PR, social, content, digital, experiential and sponsorship, making him the perfect […]

How The Consumer Data Right Has Is Changing Australia (For Businesses)
  • Technology

How The Consumer Data Right Has Is Changing Australia (For Businesses)

The Consumer Data Right has been billed as a revolutionary new way for Australian businesses and customers to share data. Over two parts, smrtr’s co-founder and CTO Boris Guennewig looks at how it is changing how consumers and businesses use data. The Consumer Data right – as the name would suggest – is all about […]


by B&T Magazine

B&T Magazine
Captify And Xandr Combine For New Product
  • Media

Captify And Xandr Combine For New Product

Captify has today announced the next evolution of its use of Xandr’s platform, Xandr Curate. Programmatic buyers will be able to activate Captify’s live, intent-driven audiences – built by billions of real-time searches from global publisher and e-commerce sites – across curated multi-seller video private marketplaces (PMPs) in one of the largest omnichannel, global exchanges. […]