MEDIA ATTRIBUTES THAT MATTER. THE UNIQUE ATTRIBUTES OF VIDEO ADVERTISING AND HOW THEY IMPACT BRAND GROWTH.

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Byron Lambert
5 years ago
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1 MEDIA ATTRIBUTES THAT MATTER. THE UNIQUE ATTRIBUTES OF VIDEO ADVERTISING AND HOW THEY IMPACT BRAND GROWTH.

2 First off, What the hell is the benchmark series?

THE BENCHMARK SERIES The Benchmark Series sought to challenge common assertions around what works and doesn t work in media.

for advertisers. Enlisting leading academic Dr Karen Nelson-Field, a professor of Media Innovation.

3 THE BENCHMARK SERIES The Benchmark Series sought to challenge common assertions around what works and doesn t work in media. We know TV has unique qualities compared to other advertising platforms. We know it contributes to the core principles of brand growth. The Benchmark Series sets out to join the dots and identify how the various attributes of video advertising deliver growth for advertisers. Enlisting leading academic Dr Karen Nelson-Field, a professor of Media Innovation. ThinkTV commissioned an independent, large-scale, first-ofits-kind, methodologically rigorous study into how Australians really engage with advertising across different platforms and devices, while comparing TV against other environments such as Facebook and YouTube. 3

under natural viewing conditions, in-home data capture, measuring presence of advertising

4 THE BENCHMARK SERIES Data from bespoke A.I, machine learning tech and eyetracking software, 2583 Australians, 18,219 advertisements, under natural viewing conditions, in-home data capture, measuring presence of advertising on their TVs or mobile devices, recording where respondents looked, for how long, and what percentage of the ad in pixels was in view and viewed.

5 THE BENCHMARK SERIES online shopping in a virtual supermarket, consider up to 38,745 different brands included the ones they were exposed to in the study s advertising, discrete choice modelling, a proxy supermarket, academically-validated as the most realistic way to reveal consumers actual choice of brand as opposed to mere intention to buy, Passive; non-intrusive; in-home natural viewing; robust; directly comparable across platforms, devices, ad ecosystems, The Benchmark Series measures the true impact of advertising

6 6 To understand the methodology, check out this video

7 HOW MEDIA MAKES BRANDS GROW This first part of The Benchmark Series looks at the common elements within media platforms that contribute to brand growth

8 HOW MEDIA HELPS BRANDS GROW clutter attention brand quality sales impact

9 ATTENTION

10 Before consumers can be affected by advertising messages, they need to first be paying attention attention spans are shorter and more brands compete for attention Thales Tiexeira, Harvard

11 Marketers can best start their media buying strategy by understanding the attention potential of each media and context. Thales Tiexeira, Harvard

12 REACH Inventory that delivers reach $cost

13 ATTENTION $cost Inventory that delivers attention

14 MEASURING ATTENTION Measured passively, reported implicitly Passive Viewing - eyes on screen not on ad Active Viewing - eyes on screen and on ad Active Avoidance - eyes off screen ad ad

15 TV DRIVES MORE ATTENTION With the exact same creative executions tested, TV drives more attention Avg. Attention Score per Ad Second (%) TV 58 Facebook 45 YouTube 20

reasons for its ability to have the most impact on sales Active

16 TV DRIVES MORE ACTIVE VIEWING TV commands 2x as much active watching as YouTube and 14x that of Facebook, highlighting one of the key reasons for its ability to have the most impact on sales Active Avoidance 2% 2% 32% Passive Watching 40% 94% 37% Active Watching 58% 4% 31%

17 WHY IS ATTENTION SO IMPORTANT?

18 STAS SHORT TERM AD STRENGTH Not Exposed Exposed Did Buy 36% 42% Did Not Buy 64% 58% Total 100% 100% STAS 42/36*100 = 117 STAS= Exposed & Did Buy / Not Exposed & Did Buy Baseline Not Exposed & Did Buy

19 ATTENTION AND SALES IMPACT With the same creative executions tested, TV generates a greater sales impact Sales Impact (STAS) Avg. Attention Score per Second TV Facebook YouTube

20 The platform that commands the greatest attention gets the sale

21 CLUTTER

22 CLUTTER LINKED TO MEMORY IMPAIRMENT. Clutter, on ANY platform is bad and it comes in many forms. # Individual Campaign Exposures (10 mins) % Correctly recalled to total exposed TV 5 64% Radio 3 25% Facebook 22 4%

23 SCREEN COVERAGE- A UNIVERSAL METRIC COVERAGE % of screen that the ad covers

24 SCREEN COVERAGE- A UNIVERSAL METRIC Screen Coverage Pixels on Screen Time on Screen

25 ONLINE AD COVERAGE AT BEST IS 1/3 RD OF TV Overall average screen coverage Average screen coverage at 100% pixels 10% 30% 100% 14% 32% 100%

26 COVERAGE IS STRONGLY CORRELATED Media that limits coverage, starts the race handicapped

27 FURTHERMORE, LACK OF COVERAGE INCREASES ACTIVE AVOIDANCE Active Watching Avg. Screen Coverage TV 58% 100% YouTube 31% 32% Facebook 4% 14%

28 COVERAGE IS MAXED FOR TV ON ALL DEVICES COMPARED TO OTHER ONLINE VIDEO

29 BRAND QUALITY

30 WHICH ELEMENTS HAVE THE GREATEST IMPACT? Should brands leverage frequency, timing or prominence? Metric 1: Metric 2: Metric 3: Brand Frequency Brand Entry Timing Brand Prominence

31 LARGER IS BETTER The ads that produced greater sales impact: 1. showed the brand at twice the size of poorly-performing ads; 2. showed the brand almost twice as often; 3. Were 25% more likely to display the brand within the first two seconds. % Uplift (Good vs Poor) Brand Prominence 100% Brand Frequency 96% Brand Entry Timing (when in first 2 sec) 25%

32 CAN SPONSORSHIP IMPROVE BRAND QUALITY? Billboards Pull throughs Product placements Branded in-program segments Varied in design Hard to measure Results not immediate

33 REMEMBERING SHORT & LONG TERM SALES EFFECTS Sales uplift over base Rational activation messages Short term cost effectiveness Immediate sales response Emotional brand building Long term efficiency gains, rising base sales Time Source: Binet & Field 2013

34 SPONSORSHIP GENERATES A SHORT TERM AS WELL AS A LONG TERM EFFECT STAS Uplift Attention Uplift Sponsorship (Test brand) 6% 12%

35 KEY TAKEOUTS Sales: Using STAS** to measure the impact an advertisement has on a brand s sales, the research found that TV was 24.1% stronger than YouTube and 22% stronger than Facebook Attention: The same pattern carried for the attention paid to an ad. TV scored 58 points out of 100, which was 13 points higher than Facebook, which scored 45, and 38 points higher than YouTube, which scored 20 Screen Coverage: Screen coverage (the percentage of a screen used to show a commercial) is 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, Brand Prominence : 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: showed the brand at twice the size of poorly-performing ads; showed the brand almost twice as often; and were 25% more likely to display the brand within the first two seconds.

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