How often are people in the room when TV ads are on?
According to a new study from IPG Media Lab, 71 percent of TV commercials are seen by viewers.
The media agency worked with TVision to analyze six months of TV viewing behavior to assess how often people are actually seeing commercials. Using a term that’s more often used in the digital landscape, the study says that 71 percent of TV ad deliveries are “viewable,” meaning someone is in the room for at least two seconds while the commercial is airing. This compares to 69 percent of digital video being “viewable.”
The study used technology that was installed in a panel of households, recording variables such as how many people were in the room when an ad aired, whether people were engaged with the specific ad and if the ad was viewed by its target audience.
Some categories fared better than others: pharmaceutical ads were viewed 75 percent of the time, compared to 65 percent viewability for recreational ads, which includes entertainment venues, toys and games, and gyms and fitness.
This could, in part, be due to the use of longer pharma ads, which tend to increase viewability.
Could your advertising incorporate TV or VOD?
Contact us to find out more.
Study links long-term growth to brand characters
New research out this week from the IPA and System1 has proved the “tangible value” of creativity in brand advertising to achieve long-term growth.
Ads that use creativity in the form of brand characters or motifs are better at eliciting an emotional response and boosting brand recognition.
Yet despite this, only 10% of all TV advertising spend is currently invested on characters within ads. Despite the fact they outperform ads without them.
Furthermore, even when brands do use a character, they are not using them widely and consistently, either on TV or across other platforms. For instance, on average, only 63% of a brand’s TV ads feature their character, while only a quarter of their Facebook ads do, thus limiting their impact.
System1 conducted a tagging exercise on more than 3,250 ads airing on UK TV last year to identify ads using characters and establish the opportunities their use holds for advertisers.
The authors said that creative campaigns work better because they generate greater emotional response and establish memory structures that enable “fast and reliable” brand recognition.
The research reveals that, in the UK, 43% of all TV advertising spend is on work of an emotional quality “unlikely to contribute to long-term share growth”, with similar results in the US market.
Source: Media Tel
OOH: How much should you allocate to digital?
The optimal amount of an advertiser’s digital out-of-home (DOOH) budget should be 45%, according to a new effectiveness study by BrandScience.
The research analysed over 211 OOH ad campaigns between 2011-2015. It found when the costs of digital and traditional OOH are taken into account, the optimal proportion of DOOH is about 45 per cent. Above this level, returns are diminishing, the study said.
The report also makes recommendations for different types of advertisers on how to maximize ROI when combining digital and traditional OOH as part of a wider media mix with these given examples.
- Grocery retailers’ optimal OOH investment is about £7 million, which yields about 70 per cent in incremental value.
- Travel companies, the optimal OOH investment is about £2.7 million, which yields about 15 per cent in incremental value.
Sally Dickerson, the global chief executive at BrandScience, the researchers of the commissioned study said:
“We can clearly measure out-of-home effectively and we have proved that a slightly increased OOH spend – in many cases – delivers higher ROI.”
The report also said OOH improves the rate of return on investment for all other media used in an ad campaign, except for print.
Get in touch with us with a campaign brief, to see how we can incorporate traditional and digital out of home formats into your marketing mix, to help maximise and deliver the best return on investment for your budget.
The battle between YouTube vs. TV
According to a report by Pixability, YouTube viewing is growing at the fastest rate ever, with watch time up 60% year on year globally.
There has been much debate over recent years over the battle between YouTube and television and what it means exactly for businesses. Some have branded ‘TV dead’ while others have said it still remains ‘the most effective and powerful medium of all time’ and continue to use it.
Global figures found in the YouTube report reveal:
- Channel subscriptions are up 47% year on year.
- Top 100 brands, are uploading a new video to YouTube every 18.5 minutes.
- The average mobile viewing session has increased by 50% to more than 40 mins.
- The number of advertisers running video ads on YouTube is up by 40%.
- Top 100 brands media spend is up by 60%.
Click here to see more YouTube stats from the Top 100 Global study – http://www.pixability.com/top-100-brands-2015/
Marketing Week recently noted while it seems YouTube is gunning for TV ad spend, in the UK, its success isn’t as rapid as the impressive Global stats above. According to Ofcom, YouTube accounts for just 3.5% of the UK’s total video consumption while TV is 81%. The gap narrows among consumers aged 16-24 – where YouTube accounts for 7.5% of video and TV accounts for 65% – by far.
TV advertising continues to grow, with UK revenue hitting a record high of £4.91bn in 2014, up 6% from the previous year, while the number of brands new or returning to TV advertising was more than 800, according to Thinkbox.
Make peace, not war and benefit from using both!
If budgets permitted, as with any large scale campaign it’s advisable to best spread your message to the relevant mediums that your target audience use, see and hear.
In fact, Thinkbox says the question shouldn’t be TV versus YouTube or online video, the IPA’s econometric study on “Advertising Effectiveness: the long and short of it” says the two complement each other extremely well.
Want to find out more on the benefits of using YouTube or television or both. Get in touch with The Media Angel to find out how your brand can be seen on a regional, national or global level.
A solid advertising campaign will create massive brand value growth…
A recent study conducted by Millward Brown has quantified the theory that good advertising makes a positive difference to brand perception, particularly if brands have strong propositions behind them.
The study concluded that brands with strong advertising campaigns increased in value by a massive 168% over a period of 10 years, which clearly demonstrates the enormous positive impact advertising has on brand perception. Advertising is one of the main ways in which brands can communicate their propositions and differentiate themselves in a crowded marketplace. This differentiation is something the Millward Brown study has found to be extremely important for brand value.
It was suggested that brands with solid advertising campaigns and strategies are more successful at demonstrating a clear ‘purpose’ and proposition. When brands communicate effectively this way, the message is received more meaningfully by consumers and ensures that they better understand a brand’s offering as different within its market. Advertising is proven to be the easiest, most lucrative way of building a meaningful brand; extending your appeal beyond products and services and creating massive brand value.
Would you like to increase the positive sentiment around your brand? Do you want to stand out and get noticed within your field? The team at The Media Angel can help place your advertising on the most appropriate media platforms, to reach your campaign objectives, within budget. Give one of our experts a call on 02921 320 200 or email us.