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!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Latest Videos

Launch marketing council Episode 5: Retailer and supplier

In our fifth and final episode, we delve into the relationship between retailer and supplier and how it drives and influences launch marketing strategies and success. To do that, we’re joined by Campbell Davies, group general manager of Associated Retailers Limited, and Kristin Viccars, marketing director A/NZ, Apex Tool Group. Also featured are Five by Five Global managing director, Matt Lawton, and CMO’s Nadia Cameron.

More Videos

Great read. I agree that it should be a perfect balance between interacting with your customers and knowing your brand. As a business, yo...

Caroline Scott

7 ways CMOs can improve their customer engagement game

Read more

Very true. Team development helps improve collaboration among the team members. I was able to improve my team's collaboration skills by t...

Quent Sinder

Why empowering others can help make you a great leader

Read more

CRM is a very good software that can help you succeed in your business. In my company, this system has allowed me to improve customer rel...

Anna Janicka

Sensis rebrands to Thryv and brings business software to Australian SMBs

Read more

AI Leasing Assistants have finally arrived for the multifamily industry. With so many to choose from it can be hard to figure out which i...

Alice Labs Pte. Ltd.

CMO's top 8 martech stories for the week - 6 May 2021

Read more

Nowadays, when everything is being done online, it is good to know that someone is trying to make an improvement. As a company, you are o...

Marcus

10 lessons Telstra has learnt through its T22 transformation

Read more

Blog Posts

Why if marketing is all you do, you’ll never be very good at it

OK, so you’re probably thinking: “Here comes another article to badger me about living in my bubble.” And also, “I bet this bubble-bashing piece will go on to explain how I can achieve better results through some heady dose of new life experiences, new routines and annoyingly different opinions on social media.”

Dane Smith and Toby Harrison

Ogilvy Australia

A leader’s role in rebuilding a culture of confidence

Every day, there are new predictions and studies on the future of work, the state of the economy and the unfolding global pandemic. All of which creates uncertainty and heightens the imperative of effective leadership.

Michelle Gibbings

Workplace expert, author

Confused About Your Customers?​

​I've worked in brand and marketing for more than 20 years. But there’s one area where I’ve found myself going around in circles and I must admit I'm becoming increasingly confused.

Rich Curtis

CEO, FutureBrand A/NZ

Sign in