As The Benchmark Series consistently demonstrates, TV’s superior screen coverage and viewability drives greater attention and higher sales impact than social video, irrespective of device.
From the TV in your living room to the mobile in your hand, a social media newsfeed or the full-screen experience of Broadcaster Video on Demand (BVOD); an ad placement in each of these environments is considered a viewable impression. However, attention paid when viewing advertising in each of these channels and devices is vastly different.
The Benchmark Series, an independent, large-scale in-home study that looks at how Australians engage with advertising across different platforms and devices, highlights the disparities in paid reach for various forms of video advertising. By measuring the same advertising execution across devices, the research shows that while attention is high and remains that way for BVOD and linear TV, the same cannot be said for social video such as YouTube and Facebook. The study proves that not all reach is equal, and that quality reach delivers bigger business impact.
Attention strongly correlates to sales impact with Benchmark finding TV in all its forms generates the highest short-term advertising strength (STAS). TV’s lowest STAS device significantly outperforms the best of online.
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