Think TV report claims TV ads still trump YouTube and Facebook

The marketing and tech company recently commissioned marketing science academic Professor Karen Nelson-Field to substantiate the findings


Consumers still buy after looking at TV ads more than their YouTube and Facebook counterparts, a report commissioned by Think TV and using artificial intelligence claims.

The TV advocacy group recently asked marketing science academic, Professor Karen Nelson-Field, to undertake a new study using eye-tracking software to find out the true ‘attention impact’ of video ads consumed across the different media platforms.

In the research, 2583 Australians were exposed to 18,219 advertisements under natural viewing conditions in the home. Respondents were then tasked to go shopping in an online shopping mall, where they were able to consider up to 38,745 different brands including the ones they were exposed to in the study’s advertising.

According to the research, TV ads came out 24.1 per cent stronger than YouTube and 22 per cent stronger than Facebook. The study also celebrated TV’s greater ‘screen coverage’ - the percentage of a screen occupied by an ad - with TV coming out on top at 100 per cent.

The report then took this to mean TV provided 10 times more 'coverage' on average than Facebook and three times more coverage than Youtube, which due to their social nature naturally contain other content elements when consumers scroll down.

Interestingly, when it comes to maximising consumer engagement, the research showed that the size, frequency and speed of introduction of a brand or product within a commercial correlated to attention and sales impact. 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 more likely to display the brand within the first two seconds.

Professor Nelson-Field said the report was aimed at getting under the hood of all the major video advertising platforms and helps advertisers make informed inventory choices when selecting media.

“Using in-home, natural viewing conditions, the report provides a clear understanding of why certain platforms drive higher levels of attention and greater levels of advertising impact than others,” she said.

Think TV Australia was formed in May 2016 with founding members Nine Network, Seven Network, Network Ten and Multi Channel Network/Foxtel. The report was released just a day after CBS announced its intention to buy out financially troubled Channel Ten.

Speaking at a media briefing at Think TV's offices in Sydney, the company's director of research and insights, Steve Weaver, insisted the report wasn’t about pushing TV as the best advertising option onto everyone and was about simply sharing unbiased data.

“We deliberately wanted to genuinely give you the data and say, here is the data, you make the assessment,” Weaver said. “People are always going to buy TV and online and print, all we can do is continue putting the data out there, so we can all make informed decisions."

The report did not break down the impact of video ads across the various media channels according to age demographics, so any sign of whether millennials and the next generation of viewers were less impacted by TV than their older generational counterparts was unclear.

The second tranche of Nelson-Field’s findings will be released at the ReThinkTV conference on 14 September.

Follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+:google.com/+CmoAu    

 


Join the newsletter!

Error: Please check your email address.
Show Comments

Blog Posts

Innovations in retail will bring creative and technology closer than ever

While approaching a customer in a shop and asking what you can help them with is Retail 101, how many of us actually enjoy being approached? Generally, you have to give the forced, fake smile and say, “Just browsing, thanks,” while screaming on the inside, “just leave me alone!” Maybe it’s just me?

Jason Dooris

CEO and founder, Atomic 212

There’s a brand in my digital soup

Not a day passes by in the life of business executives where digital innovation or the prospect of disruption is not front of mind. This in turn, drives an unrelenting flow of questioning, discussion and strategy papers.

Jean-Luc Ambrosi

Author, marketer

Can marketers trust agencies again?

Unless you’ve been marketing under a rock, you’ll probably have questioned whether your media agencies are offering you transparency.

Nic Halley

Founder and managing director, Mindbox

Nice post Brad! very useful information. The retail stores are really mean for every brand I am agree with you. Now Online Service Market...

Srialto

The rise of online retail marketplaces and what they mean for brands

Read more

Minor correct Nadia, just wanted to clarify that the "Marketo consultants" that did this work, were actually Hoosh consultants

Fab Capodicasa

What it's taking for Edible Blooms to grow a stronger personalisation strategy

Read more

Im not surprise though, been in the industry for couple of years and I feel and see it with my tow eyes how eCommerce platforms innovated...

Jason Smith

Australia Post earmarks $20m for Australian ecommerce innovation investment

Read more

For marketers that are "going Agile" I recommend using Ravetree. It's a really powerful suite of tools for Agile project management, reso...

Janice Morgan

7 ways to run your marketing department like a software startup

Read more

Over the years very part of our lives has become technological. That’s why I am not surprised to see that Australian home loans are going...

GreatDayTo

Why Aussie Home Loans is embracing digital transformation

Read more

Latest Podcast

More podcasts

Sign in