Top 1 replica watches at

GroupM Study: Premium Non-Skippable Ad Environments Yield Stronger Brand Awareness

businessman watching a movie with transparent tablet.

A new GroupM Study with Kantar has found digital video advertising delivers strong brand awareness for both premium (i.e. Catch-up TV) and User-Generated Content (UGC – i.e. Facebook and YouTube) environments.

The findings also highlighted the importance of tailoring advertising assets to specific environments to front-load brand messaging in environments where ads may be skipped or ended prior to completion.

In the study, premium non-skippable environments delivered stronger impacts on brand metrics, including key message takeaway.

The study evaluated the performance of digital video for a popular haircare brand and a premium wine brand in a study with 2,460 participants at the end of 2018.

The brand impact of in-context exposure to video ads across catch-up TV, in-stream short form, in-feed video, and UGC video environments were evaluated.

The results showed significant improvements in brand awareness after exposure to video advertising in all tested formats.

However, one key difference observed between UGC and premium environments for the two brands tested was that while the key message/tagline for the mainstream haircare brand was delivered across both premium and UGC environments, the more premium wine brand only had significant key message take out in the premium context.

Kantar media and digital senior media consultant Allan Breiland said: “A benefit provided by premium environments is delivering video ads in full duration to their viewers – where more playback time enables an emotional as well as a rational message is to be conveyed.”

Behavioural data shows the majority of audiences are not viewing the full ad in social / skippable environments. Kantar’s normative database shows that in skippable environments typically 44 per cent of people view through to the end of a 15-second ad, while in social spaces, this drops to about 18 per cent.

“In-feed or skippable environments must deliver short, sharp messaging for upfront and at-a-glance to maximise the brand building effects,” Breiland said.

“Making the most of the first frame, the first few seconds and keeping the copy simple are crucial.

“The different playback times observed in the behavioural data shows assets must be tailored to deliver differently in different environments. Most importantly, this study proves that digital video across all placements delivers very strong brand metrics.”

GroupM digital strategy and investment officer Venessa Hunt (pictured below) said: “Historically, the digital industry has been guilty of focusing primarily on performance metrics.

Screen Shot 2019-01-11 at 1.23.56 PM

“Most importantly, our new study proves that digital video can be effective in all environments.

“With the convergence of all media to digital in some form, it is important to remember the incredible strength that digital can bring to brand building.

“This can be seen even more clearly when brands create fit-for-purpose assets or content designed for the specific platform and user experience.

“Never has it been so important to understand how and why consumers are interacting with their environments.”

“Another important factor highlighted, like in all mediums, is that the more time a consumer spends with a brand, the better the chance for message retention.

“In a climate where human attention is a scarce commodity and attention spans are dropping, marketers need to invest budgets where there is the biggest potential for their advertising to be seen, heard and emotionally engaged.”

Please login with linkedin to comment

brand awareness digital video advertising GroupM kantar non-skippable ad environments

Latest News

Apple Crushes Analyst Expectations Posting Record Revenues
  • Technology

Apple Crushes Analyst Expectations Posting Record Revenues

Apple has crushed analyst expectations. revenue has exploded 11 per cent to $US123.9 billion ($A176.2 billion), beating estimates in sales for every single product except iPads. Apple, CEO, Tim Cook (Pictured above), said, “This quarter’s record results were made possible by our most innovative line-up of products and services ever.” Apple, CFO, Luca Maestri added […]

Triple M Adelaide Announces New Dead Set Legends Hosting Trio
  • Media

Triple M Adelaide Announces New Dead Set Legends Hosting Trio

Triple M today has today announced Tom Rockliff, Callum Ferguson and Mark ‘Thomo’ Thomas will host Triple M Adelaide’s Dead Set Legends with Tom Rockliff, Callum Ferguson and Thomo in 2022.  The footballer, cricketer and the fan will bring a diverse show for listeners featuring the latest in AFL, cricket and sport across Adelaide. Rockliff (main photo, right) has been a […]

MediaCom Melbourne’s Tyler Greer: Reflecting On Two Slow Years Of Fast Transformation
  • Opinion

MediaCom Melbourne’s Tyler Greer: Reflecting On Two Slow Years Of Fast Transformation

Transformation is both fast and slow, says MediaCom Melbourne head of strategy Tyler Greer (main photo), but media agencies can help brands see the bigger picture… Bankruptcy, according to Hemmingway, occurs slowly, then all at once. Brands could be forgiven for feeling the same way about the current demands of digital transformation.  A task that […]


by B&T Magazine

B&T Magazine
TEAM LEWIS Foundation Fights For Community Charities Survival
  • Campaigns

TEAM LEWIS Foundation Fights For Community Charities Survival

Over the last 12 months, global marketing agency TEAM LEWIS employee-directed philanthropy has channelled $2 million in cash and creative to charities. Having offered every employee opportunity to nominate a charity to make a cash donation, to date over 400 employees have now participated. In Asia-Pacific, TEAM LEWIS Foundation received more than 80 charity submissions […]

Juliet Love Joins The Better Homes & Gardens Team In 2022
  • Media

Juliet Love Joins The Better Homes & Gardens Team In 2022

Following guest appearances last year, qualified interior designer and stylist, Juliet Love, will be joining the team on the Seven Network’s flagship program, Better Homes and Gardens in 2022. Love (main photo, right), who is also an author, will be joining Johanna Griggs and the Better Homes and Gardens team which also includes her husband Charlie […]