ThinkTV Report: Video Advertising Has Month-Long Affects

ThinkTV Report: Video Advertising Has Month-Long Affects
SHARE
THIS



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:

  1. 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.
  2. 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.
  3. 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.
  4. 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.”

Professor Nelson-Field will unveil further findings from the Decay Edition of The Benchmark Series at the inaugural AdWeek APAC conference on July 31 in Sydney.

Please login with linkedin to comment

Professor Nelson-Field thinktv Video Advertising

Latest News

Stratosphere And AJF Team Up For NED Australian Whisky Campaign
  • Campaigns

Stratosphere And AJF Team Up For NED Australian Whisky Campaign

Stratosphere and AJF have collaborated with Top Shelf International’s NED Australian Whisky brand for a campaign featuring a combination of TV sponsorship and out of home placement. The campaign features a range of 15 second TV commercials live in key AFL and NRL games on Thursday and Friday nights across regional markets. The sponsorships will […]

Tiger Beer Celebrates Kick-Off For Football Season With New Campaign, The Golden Son
  • Campaigns

Tiger Beer Celebrates Kick-Off For Football Season With New Campaign, The Golden Son

To celebrate the start of this year’s football season, which kicked off last weekend, Tiger Beer has unveiled its latest global campaign – ‘The Golden Son’ – starring official Tiger brand ambassador Son Heung-Min. ‘The Golden Son’ celebrates Son’s most recent triumph: in May, he became the first Asian player to win the Premier League’s […]

The One Centre Launches Real Estate Agency Pello
  • Marketing

The One Centre Launches Real Estate Agency Pello

The One Centre, an ideas and innovation agency, has been engaged by real estate entrepreneur Stefon Bertram and a team of leading agents to create and launch Pello – Sydney s newest real estate agency. The One Centre is responsible for the formation of the brand and the creation of the full Pello brand experience. […]

Fiverr And Selina Join Forces To Help Young Workers Always On The Move
  • Marketing
  • Technology

Fiverr And Selina Join Forces To Help Young Workers Always On The Move

Online marketplace for freelance work, Fiverr International Ltd. (NYSE: FVRR), today announced a new partnership with Selina, one of the world’s largest experiential hospitality brands built to address the needs of millennial and Gen Z travellers. The purpose of the partnership is to provide Anywhere Workers (i.e. people who work remotely while travelling from at […]

Broadsheet And Glen Grant Whisky Join Forces For Melbourne Photography Exhibit
  • Campaigns
  • Media

Broadsheet And Glen Grant Whisky Join Forces For Melbourne Photography Exhibit

Broadsheet Media has partnered with Campari Group’s The Glen Grant Single Malt Whisky to bring a photography exhibition, Unhurried By Nature, to Melbournians this week. Unhurried by Nature is a collaboration between Broadsheet and The Glen Grant Single Malt Whisky, where four Australian photographers will present images that document nature in their unique styles. The […]

Shopper Impact Launches Bringing Synchronised Campaigns To OOH
  • Advertising

Shopper Impact Launches Bringing Synchronised Campaigns To OOH

Australian out-of-home business Shopper has launched Shopper Impact to deliver synchronised campaign creative across multiple screens in prominent shopping centre locations. Advertisers can now capitalise on side-by-side screens at shopping centre entry points and near escalators, where distraction from other signage and product offerings is at a minimum. With Shopper Impact, campaign creative can be […]

Modern payment technologies helping the retail industry unlock revenue
  • Opinion
  • Technology

Modern payment technologies helping the retail industry unlock revenue

In this opinion piece, Hayley Fisher (pictured), AUNZ country manager, Adyen describes some of the key ways the retail sector is driving sales despite global financial issues, including new payment technologies and methods. The rising cost of living might have Australians carefully tracking their spending and rethinking their lifestyle habits, but it’s yet to rear […]

Opinion

by B&T Magazine

B&T Magazine