ThinkTV unveiled new insights with regards to how and why video ads created by brads work on different media platforms. The study which was carried out by renowned marketing science academic respected Professor Karen Nelson-Field made a few significant findings, which are essentially aimed at helping advertisers and brands maximize the benefits they stand to gain from their campaigns.
The research found that ads which were viewed by consumers on YouTube, Facebook and TV all generated or increased sales for the brand. However, out of these media platforms, TV generated the most sales and user engagement scoring significantly higher rate than YouTube and Facebook on both features with Facebook scoring a bit higher than YouTube.
Other key findings from the study included:
- 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.
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.”