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:
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.”
Omnicom agencies are committing to move beyond the binary to mark International Pronouns Day as part of Open Pride, a global employee resource group committed to inclusion and diversity. As part of the initiative, Omnicom agencies, including DDB, PHD and Clemenger Group, have committed to ensuring all policies promote gender-inclusive language and have encouraged staff […]
As part of Lions Live in June, Lions Live challenged under 30s with a brief in partnership with the World Food Programme. It was free to enter, and nearly 1,000 young adlanders entered. It was such a success, Lions Live plan to run a second competition during Lions Live this week. This time the brief […]
US retailer Walmart surprised many when it launched Walmart Plus last month, a premium subscription service that gives members access to unlimited delivery and special deals. The move puts Walmart directly against Amazon, which has enjoyed enormous success through its Amazon Prime initiative in recent years. And while the US retail subscription market might be […]
New research has revealed a major cut-back in Christmas spending, with Australians planning to spend less on gifts, food, and social events this season. The research out of market research firm Toluna also reveals 23 per cent of Australians are worried about being able to afford the Christmas season altogether. Australians are feeling the pinch, […]
Festival for business and creativity, Pause Fest, has confirmed the event will run in 2021 – and will be its biggest to date. The 11th Pause Fest – named Changes – will migrate from its Melbourne home to the online world for the first time, running 1-12 March 2021. “Pause Fest has always been at […]
Shutterstock today announced the highly anticipated addition of Editorial Video, a new premium, full-service editorial video offering that is now available for license. Critical Past, Celebrity Footage and Viral Hog are just a few of the new partners who will distribute their engaging video content worldwide through Shutterstock’s Editorial Video. In addition, current partners’ epa […]
Today at Adobe MAX, Adobe unveiled significant innovation across its Creative Cloud applications and services. In addition to ground-breaking new features like Neural Filters in Photoshop, the company released major updates to its flagship applications including Lightroom, Premiere Pro and Illustrator. Adobe also underscored its commitment to accelerating the development of mobile and multi-surface apps, with […]
DrinkWise and Communications Agency 89 Degrees East has launched a new campaign called You Got This – an initiative designed to support Year 12s as they head into their final exams. The campaign involves well-known Australians offering short video messages of support for Year 12 students, including superstar Cate Blanchett, Australian Test Cricket Captain Tim […]
Cat litter brand, Breeders Choice, produced by FibreCycle, has made a bold move to get pet owners caring more about cats’ waste with a series of animated videos featuring a new tagline and a full marketing program. The “Choose Better, Choose Ginger” campaign launched this week via a unique collaboration of independent Melbourne agencies led […]
To mark a twenty-one year milestone the iconic Victorian ice cream brand, Timboon Fine Ice Cream, has revealed a modernised new look for their take home tubs. Tim Marwood, third generation farmer and founder of Timboon Fine Ice Cream, explains why the anniversary provoked the upgrade. “There’s not too many small family rural based ice […]
Just over half (51 per cent) of professionals who have been working remotely do not yet feel safe and happy to return to their co-located workplace, according to a survey of more than 3,000 working professionals by recruiting experts Hays. Of these, Western Australians are the most confident, with 73 per cent of those who […]
Bendigo TAFE and Kangan Institute have launched their latest advertising campaign titled, Our Heroes, which is a celebration of the role their students play in the community. “Within a few short years, our students are building our houses, nursing our sick, fixing our cars, caring for our children and pets, designing our clothes – all […]