ThinkTV Report: Video Advertising Has Month-Long Affects
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:
- 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.”
Latest News
Smartsheet Appoints Indie Agency Sandbox Media To Their Media Account
Sandbox Media has won the competitive pitch for Smartsheet Australia. Lead Image: Laura Jenkins, Director of Marketing Smartsheet and Luke Sullivan, CEO of Sandbox Media. The modern enterprise work management platform has been operating in Australia for 4.5 years and has already built an impressive client base. “Sandbox Media were selected as our preferred partner via […]
Ausbuild Hands Creative, PR, Content & Social Account To alt/shift/ Brisbane
Creative communications agency alt/shift/ has propelled its growth in the Brisbane market, winning Queensland’s largest builder and developer brand, Ausbuild. Lead image: National CEO at alt/shift/, Elly Hewitt. Appointed in both a retained and project capacity, alt/shift/ will work closely with the Ausbuild team to increase brand awareness through a brand creative, communications and content […]
Boss Not Letting You Come To Cannes In Cairns? Use This Business Case To Convince Them!
With Cannes in Cairns, presented by Pinterest, less than two months away it’s time to make sure you’ve got your ticket in the bag. In case you’ve missed the impressive line-up of mega brands, top CMOs, agency leaders, inspirational creatives, professors, and all-round legends, see the speaker rap sheet here. Check out the list of […]
Alt/shift/ Brisbane Builds Portfolio With Ausbuild Creative, PR, Content & Social Account Win
Creative communications agency alt/shift/ has propelled its growth in the Brisbane market, winning Queensland’s largest builder and developer brand, Ausbuild. Appointed in both a retained and project capacity, alt/shift/ will work closely with the Ausbuild team to increase brand awareness through a brand creative, communications and content strategy that will see amplification of new developments, […]
Young Guns Versus The Old Guard: Who Adds More Value to Our Industry?
What is more important to the advertising industry? Seasoned experience or fresh thinking? That’s the hot topic set to spice things up when the industry’s Debate Club comes to Cannes in Cairns, presented by Pinterest this June. That’s right, the house will debate ‘Young Guns Versus Old Guard: Who Adds More Value to Our Industry? […]
70% Of Aussies Don’t Have Green Power Plans ENGIE Says In Major Brand Campaign Via HERO
Launching today is a new player in the retail energy category, ENGIE. Formally Simply Energy, ENGIE, via HERO will show it’s possible to have both affordable and sustainable options for customers via a major brand campaign. Research shows that over 70 per cent of Australians believe environmental sustainability is the responsibility of government and corporates […]
PrettyGood Launches Offering Brand & Media Solutions For Australasian SMEs
PrettyGood, a brand and media solutions business, has launched into the Australasian market, offering affordable, transparent and unbiased marketing solutions to the underserved and overwhelmed small and medium business (SME) community. Founded by marketing industry expert Hamish Smith (lead image), PrettyGood aims to reset the media and branding landscape by providing honest results without corporate […]
A Blunt End: Dolphins Medicinal Cannabis Sponsorship At Risk
NRL team Dolphins have found themselves at the centre of a Therapeutic Goods Administration (TGA) investigation over their partnership with Alternaleaf, a company that prescribes medicinal cannabis. According to the Sydney Morning Herald, the TGA is reviewing the sponsorship deal over breaches of the Therapeutic Goods Act that bans the advertisement of prescription medicine. The […]
Slew Of New Creative Hires At Leo Burnett Australia
Leo Burnett Australia has announced three new additions to its creative team, with the hire of Lenna Boland as group creative director and two new Associate creative directors, James Beswick and Rowan Foxcroft. Lean Image: Lenna Boland, Andy Fergusson and Julia Sheehan. Boland is a seasoned creative director with more than 20 years of experience. […]
Under Armour Unveils Local “Live in UA” Campaign
Global sports performance brand Under Armour (UA) has unveiled its new brand platform, ‘Live in UA,’ tailored exclusively for the Australian market. The campaign offers a glimpse into the brand’s latest men’s and women’s autumn and winter essentials, which are anything but basic. This locally produced campaign showcases an expanded range of apparel, footwear, and accessories […]
Pepsi Launches New Look, Refreshing Classic Fashion Staples Via Special PR
Pepsi has marked its bold new era with a partnership with emerging designer Jackson Cowden, celebrating not only Pepsi’s new identity, but the reinvention of classic fashion items and conventions, via Special PR. Lead Image: Samantha Harris In partnership with a 22-year-old emerging ‘Digital Fashion Artist,’ the launch of the Pepsi Pulse Collection showcases Pepsi’s […]
Pure Blonde Returns To A Place Purer Than Yours In New Campaign Via The Monkeys
Ultra-low carb beer, Pure Blonde, has partnered with The Monkeys, part of Accenture Song, to relaunch the iconic brand. By re-establishing the original ‘A Place Purer Than Yours’ platform, Pure Blonde is returning to its lush, forested roots: by imagining a world uncorrupted by modern life. The film, directed by Freddy Mandy, features a trespasser […]
Spotlight On Sponsors: Carsales Strikes With Another Storm-Based Team
Canon is set to capture all the action of the 2024 Cliff Diving Championships. Meanwhile, Carsales has solidified its connection with storm-based teams. Lead Image: Harry Grant (Melbourne Storm) and Liz Watson (Sunshine Coast Lightening). Welcome back to B&T’s Spotlight on Sponsors series, where we break down all the major sponsorship news from inside the sporting world. […]
Commission Factory & AGL Energy Ignite Strategic Partnership To Empower Australian Energy Consumers
Affiliate and partnerships marketing platform Commission Factory has announced a strategic partnership with AGL Energy, Australia’s pioneering energy provider with a rich history spanning 185 years. This collaboration marks a significant milestone as AGL Energy embraces an advanced partnership platform for the first time, leveraging Commission Factory’s cutting-edge technology to scale and streamline its partnership […]
Allied Nabs Nicola Gold From Pico International Dubai
Allied Global Marketing (Allied), a full-service integrated marketing agency working with entertainment, consumer and lifestyle brands, has announced the appointment of seasoned executive Nicola Gold as business director APAC, brand experience, effective immediately. Gold assumes a pivotal role in building the Brand Experience offering as part of Allied’s strategy to develop a truly integrated full-service […]
Nine’s Push For Gold, Silver & Bronze Ad Opportunities Could Break New Ground In Broadcasting
Nine insists that AI won't dominate its Olympics coverage. And not merely because Bruce McAvaney doesn't understand it.
TV Ratings (16/04/2024): Toxic City Girls Too Much For Farmer Bert
Fans calling out toxic behaviour on Farmer Wants A Wife, seemingly unaware that's the very premise of any dating show.
Kaimera Wins Afterpay ANZ Media Account
Have couriers even started to mention you're overdoing the online shopping? Probably best to avoid this Afterpay news.
Industry Reacts: Stuff Group Swoops In To Save 6pm News After Newshub Closure
As you'll read here, New Zealand's media's in a right state of flux. And nor have they forgotten 1981's underarm.
a2 Milk Launches “Only a2 Will Do’ Brand Platform In First Work From BMF
A2 milk drinkers tend not to bother everyone with their gut health issues & it's a lesson for vegans & the gluten-free.
Can You Recite It In Under 4 Seconds? Maccas Relaunches Iconic Competition With Modern Twist
Do you know what would make a fantastic ad? Drunk people at 3am trying to recite the ”two all-beef patties"
‘Liar, Liar’: Lehrmann Exposed As High Profile Defamation Case Comes To A Close
Having exhausted all avenues in his defamation case, is there only one option left for Bruce - reality television?
MECCA & Fendi Among Premium Advertisers For oOh!media Woollahra OOH Network Launch
If you've not been to the snooty suburb of Woollahra, the locals would like to thank you again for staying well away.
Yahoo Academy Announces Class Of 2024
This academy is strictly for "emerging leaders". Courses don't include 'sleeping at your desk' or 'bunking off early'.
Top 35 Media Leaders Announced For 2024 TikTok Agency Accelerator Program
Despite the ban threats, TikTok keeps marching on. Cementing its reputation as the Julian Assange of the tech.
AiMCO Announces First-Ever Diversity Webinar To Explore Inclusion In Influencer Marketing
Think influencer marketing's a little on the white side? This free webinar's for you. Sadly, it's not given TV ideas.
Anthony Ellis Promoted To CEO Of Publicis Media Exchange
Anthony Ellis takes the opportunity to thank the office fern in his press photo following recent work promotion.
Indigenous Stars 3% & Jessica Mauboy Fuel New Supercars Campaign Via WILDCARD
Jessica Mauboy brings the tunes to new Supercars campaign. Meanwhile, Shannon Noll promises a revenge best served cold.
Nine Launches New Look Olympic Experience 100 Days Out From Paris 2024
9Now rolls out Olympics push, but can it bring Aussie gold in handball?
Must-Watch Marketers At Cannes In Cairns!
Is there a better conference agenda than Cannes In Cairns, we ask? Sure, Captain Feathersword yet to put pen to paper.
Retail Media Demands A New Organisation Dynamic
There's no denying retail media's become adland's hot button topic du jour. Much like tomato being the soup du jour.
News Corp & NRMA Unite For Urgent Action To Fix Notoriously Dangerous Bruce Hwy
A top road safety initiative from News & the NRMA. If they could turn their attention to potholes next would be ideal.
Facebook And X Ordered To Remove Sydney Church Stabbing Video; Meta Swiftly Responds, X ‘Too Busy’ To Care
Tech giants ordered to stop running video of Monday's church attack. Not that it's bothered most major news sites.
Tara Ford To Serve On Titanium Jury At Cannes Lions
Monkeys seemingly ruling themselves out of back-to-back Titaniums, as agency ECD takes up Cannes red pen & clipboard.
“Be Like A Skunk At A Garden Party”: Author Patrick Radden Keefe On Investigating Pharma
Patrick Radden Keefe (pictured), author of global bestseller, Empire of Pain, talked to B&T‘s Nancy Hromin at the Samsung Jaipur Literary Festival about reputation laundering, aggressive marketing strategies and the privilege of still being able to practice pure journalism and be paid for it. Keefe’s in-depth reporting in publications such as The New Yorker and […]
Stuart Archibald Departs Half-Eponymous Agency, Archibald Williams
Stuart Archibald departs Archibald Williams after 12 years. And, no, it's not for golf & bowlo club-priced schooners.