How Do Viewers Interact With Ads On Different Platforms and Devices?

The survey identifies how the different attributes of video advertising provide an advantage to advertisers

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The survey, titled The Benchmark Series, is led by Dr. Karen Nelson-Field, Professor of Media Innovation at the University of Adelaide, USA. The study uses a specially developed technology for machine measurement of knowledge and eye tracking software. A total of 2,583 Australians took part, with the technology tracking their reaction to 18,209 advertisements that the respondents looked at in natural conditions. Behavioural data was collected after examining 38,745 different brands.

The first part of the study looks at elements in media platforms that contribute to brand growth. The survey outlines a number of important findings designed to help advertisers and their agencies make the most of video advertising.

Sales: The more someone pays attention to an ad, the more likely this is to increase sales. Using the well-established indicator for short-term advertising strength – STAS – to measure the impact that an advert has on brand sales, the survey found that television is 24.1% more influential than YouTube and 22% more influential than Facebook.

Active viewing: The attention paid to the advert was also measured by Professor Nelson-Field. It ranks it on the basis of various factors - active advertisement serving, avoiding active and passive advertising, and others, taking into account every second of the broadcast videos. Based on the criteria for measuring attention, television scored 58 points out of 100, or 13 more than Facebook and 38 more than YouTube.

Screen coverage: The survey found that coverage (the percentage the advert takes on screen) is strongly related to attention and sales. This is why television, with its 100% coverage on the screen, provides an average of 10 times more attention than Facebook and three times more than YouTube, which Professor Nelson-Field describes as one of the main reasons why television has the most impact on sales.

Significance of the brand: The study has also shown that the size, frequency and speed of introduction of a brand or product within a single commercial industry correspond to attention and impact on sales. For adverts that have a greater impact on sales, the brand is twice as big as those in poorly performing adverts. Also, the brand is seen twice as often on the screen and is 25% more likely to appear on the screen in the first two seconds of the advert.

The second part of the survey compares aspects of the visibility of adverts on television, Facebook and YouTube. The concepts of screen coverage, depicted pixels, and screen time are evaluated on the basis of their ability to influence attention and sales. The main conclusions of this section reveal that attention and sales are closely related, and television delivers more impact and attention than online advertising. Sales profits are affected more from the percentage increase in pixels on the screen than from screen time. Coverage is the main driver of attention and influences 70% of the change in sales.

Nelson-Field's positive findings on sales, attention, screen coverage, brand recognition and visibility can help advertisers and media agencies make the most out of television and achieve more effective sales results through television advertising.

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