ThinkTV Unveils Study Into Video Ads’ Effectiveness Across Different Platforms

ThinkTV Unveils Study Into Video Ads’ Effectiveness Across Different Platforms

Industry body ThinkTV has uncovered new insights into how and why video advertising works for brands across different media platforms.

The research by respected marketing science academic Professor Karen Nelson-Field makes a number of significant findings that are designed to help advertisers and their agencies get the best out of video advertising.

The study found that advertisements viewed by consumers on Facebook, YouTube and TV all generated a positive sales impact for brands. Of those platforms, TV advertising generated the greatest sales impact and attention, scoring significantly higher than Facebook and YouTube on both measures, with Facebook ahead of YouTube.

Key findings include:

  • Using the well-established metric of short-term advertising strength or STAS to measure the impact an advertisement has on a brand’s sales, the research found that TV was 24.1 per cent stronger than YouTube and 22 per cent stronger than Facebook.
  • The same pattern carried for the attention paid to an ad, which Professor Nelson-Field scored based on a number of factors including active ad viewing, active ad avoidance and passive ad avoidance, measured for each second that a commercial ran. On an aggregate of these measures, TV scored 58 points out of 100. This was 13 points higher than Facebook, which scored 45, and 38 points higher than YouTube, which scored 20 (see table and slide 19).
  • The study found that screen coverage (the percentage of a screen occupied by an ad) was highly correlated to attention and sales. On this measure, TV, at 100% screen coverage, provided 10 times more “Coverage” on average than Facebook and three times more coverage than Youtube, which Professor Nelson-Field identified as one of the key reasons for TV’s ability to have the most impact on sales
  • The research also showed that the size, frequency and speed of introduction of a brand or product within a commercial correlates to attention and sales impact. The ads that produced greater sales impact.

Professor Karen Nelson-Field said: “The Benchmark Series gets under the hood of all the major video advertising platforms and – using in-home, natural viewing conditions – provides a clear understanding of why certain platforms drive higher levels of attention and greater levels of advertising impact than others. It will help advertisers to make informed inventory choices when selecting media.”

Kim Portrate, CEO of ThinkTV, said: “The first thing to note about this study is that it proves video advertising works on all these major platforms – but it also shows that not all media is equal when it comes to video advertising.

“It is well-known that TV content is professionally produced, of broadcast quality and is highly brand-safe. That is in contrast to the glut of sub-premium, user-generated content that can feature heavily on social media platforms. Karen’s results help to show why this matters for brands. It’s perhaps little wonder that many social media platforms are trying to dip their toes into TV-style content themselves – put simply, it works best for brands.”

 




Please login with linkedin to comment

Advertising Standards Bureau bet365

Latest News

Amazon Prime Secures Rights To Next Cricket World Cup
  • Media

Amazon Prime Secures Rights To Next Cricket World Cup

In a massive shift in the broadcasting landscape, Amazon Prime has secured the Australian rights to the next cricket World Cup alongside a range of other tournaments run by the International Cricket Council (ICC) until 2027. The deal means that Australian Cricket fans can only access the tournaments if they have a paid subscription to […]

Limited Tickets Still Available For First Ever Industry Pantomime
  • Advertising

Limited Tickets Still Available For First Ever Industry Pantomime

With just over 24 hours to go until the world premiere of Addy Lala and the Mood Tea Thieves, limited tickets are still available for the pantomime, which will run for one night only at the Everest Theatre in Sydney’s Seymour Centre on December 5th. All in the industry are encouraged to come along to […]

Palin Communications joins GlobalCom PR Network
  • Marketing

Palin Communications joins GlobalCom PR Network

Specialist Australian health PR agency, Palin Communications, has joined GlobalCom PR Network with a view to delivering meaningful, consistent, impactful, global health campaigns across a range of countries and regions.

2045: A New Melbourne-Based Creative Agency Founded by Tim Evans and Nick Auditore
  • Marketing

2045: A New Melbourne-Based Creative Agency Founded by Tim Evans and Nick Auditore

2045, a Melbourne-based creative agency founded by Tim Evans and Nick Auditore has just launched. The agency takes its name from the year futurist Ray Kurzweil predicted organic and artificial intelligence would converge. Lead Image: 2045 Team Evans was formerly a Partner and Executive Strategy Director at DT (now AKQA), before co-founding B.B.E in 2015. […]

New Years Eve fireworks
  • Marketing

National Breast Cancer Foundation Announced as Charity Partner For NYE Sydney

The National Breast Cancer Foundation has been announced as the Charity Partner for Sydney New Year’s Eve. The Australian not-for-profit organisation is represented by the pink ribbon and raises money to fund world-class research towards its vision of zero deaths from breast cancer. Research that saves lives through a better understanding of how to prevent […]

Emporium Unveils Unique Christmas Campaign: “Every Tradition Starts Somewhere”
  • Campaigns

Emporium Unveils Unique Christmas Campaign: “Every Tradition Starts Somewhere”

This holiday season, Emporium Melbourne has announced its festive creative campaign that celebrates and encourages the Melbourne community to embrace their personal ‘untraditional traditions’ – the unique traditions that make Christmas truly special for them, and their family. The campaign’s tagline, “Every tradition starts somewhere”, reflects Emporium’s commitment to embracing, inspiring and applauding diverse traditions […]

Reddit Updates Conversation Placement Ads Formats
  • Technology

Reddit Updates Conversation Placement Ads Formats

Reddit has announced updates to its new ads placement with Carousel Ads and Product Ads. These new units, placed in the heart of Reddit discussions, provide an even more dynamic and compelling way for advertisers to scale to relevant audiences, deliver deeper value to users, and drive stronger, full-funnel performance among the hundreds of thousands […]

Full Throttle Into 2024: Drive.com.au Announces 12 New Products In 2024 Upfronts
  • Media

Full Throttle Into 2024: Drive.com.au Announces 12 New Products In 2024 Upfronts

Automotive Network Drive has announced its 2024 upfronts, its biggest in more than a decade, with a suite of more than 12 new products that underpin its vision to be the number one automotive network in Australia. Now in its 27th year and with a monthly audience of 2.45 million, Drive is leveraging its reputation […]

oOh!media Unveils 51 New Large Format Sites This Year
  • Advertising

oOh!media Unveils 51 New Large Format Sites This Year

oOh!media continues to rapidly expand its large format digital network, launching seven new sites at premium locations across major arterials in Sydney, Melbourne and Brisbane. The latest large format digitals include another premium site in the exclusive Sydney suburb of Mosman. Positioned at the gateway of the lower north shore on Military Road, the high-impact […]

Seven Uses Gen AI to Push Tech Boundaries With Ignite
  • Media

Seven Uses Gen AI to Push Tech Boundaries With Ignite

The Seven Network revealed the results of the second round of its flagship innovation initiative – Ignite – which saw seven employee-led generative AI concepts selected for prototype development. An inspiring three-week event, Ignite brings together internal cross-functional teams of engineers, data scientists, product managers and staff from across the business to collaborate and develop […]

Australian Agency Engaging.io Slam Dunks With Texas NBA Team
  • Marketing

Australian Agency Engaging.io Slam Dunks With Texas NBA Team

Australian tech consultancy Engaging.io has scored a major business win with the appointment by a leading Texas-based US National Basketball Association (NBA) team to revolutionise its marketing and communication strategies. The powerhouse NBA franchise turned to Sydney-headquartered Engaging to spearhead a major HubSpot implementation, driving greater efficiencies, personalisation and a more seamless experience for fans. […]

Dentsu QLD Partners With DeadlyScience & UnLtd To Drive STEM Programs With First Nations Youth
  • Media

Dentsu QLD Partners With DeadlyScience & UnLtd To Drive STEM Programs With First Nations Youth

Dentsu Queensland has formed a strategic partnership with DeadlyScience, an organisation that provides science, technology, engineering and maths (STEM) resources to Aboriginal & Torres Strait Islander students across Australia. The partnership is in collaboration with UnLtd, which helps connect the media and marketing industries with charities helping children and young people at risk. This is […]

Revolution360 Parent Venetian Media Group Acquires Digital Native
  • Technology

Revolution360 Parent Venetian Media Group Acquires Digital Native

Victoria-based Venetian Media Group (VMG) has acquired web and digital strategy shop Digital Native. Lead image L-R: VMG CEO, Michael Fishwick; Digital Native big chief, Matt Gardan.  Digital Native specialises in digital strategy, branding, UX and web design it has deep experience in renewables, emerging technology and not-for-profit. Its web design process and collaborative approach […]

Murmur Group Launches High-Octane Campaign For Rare Spares Rockynats
  • Campaigns

Murmur Group Launches High-Octane Campaign For Rare Spares Rockynats

One of Australia’s biggest off-street car and motorbike festivals, Rare Spares Rockynats, is returning to Rockhampton for Easter 2024 and has kicked off its promotional calendar with a high-octane media campaign. The two-phase campaign, via award-winning marketing agency Murmur-Group, will launch across large format out-of-home and retail placements and will be supported by local radio, […]