Independent Research Finds Desktop Advertising To Be As Emotionally Impactful As TV

Well Planned Screen Advertising Strategy Is Key To Unlocking Consumer Connections as Videology and Gateway Research Uncover The True Impact of Video Advertising.

Sydney, June 8, 2016  - Videology - a leading software provider for converged TV and video advertising - today announced the findings of an independently commissioned study conducted by Gateway Research, world leaders in eye-tracking and biometric market research, entitled, “Understanding The True Impact of Video Advertising.”

The study was designed to uncover key attention metrics and the true emotional impact of video advertising, beyond standard usage statistics and viewability scores. In an aim to provide clear guidance for marketers, the study findings offer actionable insight into optimising video ad creative, targeting, frequency and cross-screen campaign planning.

For this study, Gateway Research analysed 1,290 ad spots, across the three main screens – TV, desktop and mobile – to gauge viewer reaction. In an Australian market first, using a combination of eye-tracking, facial recognition and biometric technology, the study measured attention, emotion and recall amongst 60 participants.

The study found that:

  • Desktop found to be as effective as TV in driving emotional impact - consumers are embracing screens equally, with similar emotional reactions recorded across TV, desktop and mobile
  • Screen type is not the primary driver of impact – consumers are focused on content, rather than device as message attention and ad recall showed little difference between screens. ‘TV or Desktop exposure, then Mobile’ created highest emotional connection with consumers
  • High quality creative is key to success – testing and optimising creative for digital and TV should be standard
  • Overcrowded ad creative leaves consumers overwhelmed –  11% increase in viewer attention when comparing uncrowded and crowded creative messaging
  • Optimise your mobile creative in particular – decluttered creative and clear, concise messaging, creates greater impact
  • Targeting increases ROI by up to 27% versus non-targeted campaigns
  • Target market/Purchase Intender targeted campaigns produce 27% uplift in recall versus non-targeted campaigns
  • Demo targeted campaigns produce 23% uplift in recall versus non-targeted campaigns
  • Positive emotion increased 10% versus non-targeted campaigns when targeted to Target market/Purchase Intenders
  • As an industry we need strong-cross-media tools – with the increasing diversity of consumer behaviour, we can no longer rely on assumptions regarding cross-media activity. A converged panel or equivalent would significantly increase the accuracy of cross-media planning and measurement
  • Go beyond viewability metrics to consider consumer triggers – as viewability issues are increasingly being addressed by the market, it allows brands to move on and work toward delivering against more sophisticated attention metrics
  • Remember the person behind the screen – ensure you have a strong understanding of the consumer journey at planning time, working with a technology partner that enables you to activate and measure against this seamlessly
  • When looking at the key triggers for generating attention, emotion and recall with consumers, the study found the top three stimulus to be:
  • Attention – 1) Ad position 2) Creative 3) Consumer affiliation to ad category
  • Emotion – 1) Creative 2) Ad position 3) Consumer affiliation to ad category
  • Recall – 1) Frequency 2) Consumer affiliation to ad category 3) Ad position
  • The most effective triggers to feature in ad creative are:
  • Attention – Familiar faces, Movement, Animals
  • Emotion – Music, Humour, Familiarity

Gai Le Roy, Chief Operating Officer at Gateway Research said, “By synchronising the three data sets of attention, emotion and recall, then appending this with participants’ regular media habits, advertiser category interest and ad recall data, Videology and Gateway Research have created a unique dataset on video advertising consumption within the Australian market.”

As the pipes that connect consumers with brands, demand with supply, and everything in between, Videology operates at the heart of the video advertising industry. In recent years, technological advances have enabled brands to connect with consumers more accurately than ever before. Partnering with Gateway Research, an expert in eye-tracking and biometric market research, Videology set out to understand the true impact of video advertising across the three main screens – TV, desktop and mobile.

Ken Pao, Managing Director, APAC, Videology said, “So much of the video-related research previously released in market has focused on simple usage statistics. Based on in-depth analysis of consumer viewing habits, in a live setting, this study lifts the lid on the black box of consumer behaviour and uncovers what it really takes to capture viewer attention.”

“Having championed TV and Video advertising as the perfect media partners for years, Videology was delighted to discover that consumers are embracing screens equally, showing similar emotional reactions, regardless of device,” added Pao.

The full study is available for download here.

Tommy Stalknecht

Lives in Nashville, TN

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