While it is important to understand the relative effectiveness of the major video platforms, we know that advertisers rarely invest their entire media budget into just one channel.
So for Phase Five of The Benchmark Series, ThinkTV commissioned Professor Karen Nelson-Field and the team from the Centre for Amplified Intelligence, to build on all the previous learnings from the Benchmark Study by investigating cross platform effects. The research revealed that for advertisers who run their advertising on TV and wish to extend their campaign into online video, advertising on TV with Broadcaster VOD (BVOD) generates more than twice the sales impact of brands that combine linear TV with social video platforms.
Professor Nelson-Field found TV plus BVOD has twice the sales impact of TV plus Facebook, and the TV plus BVOD combination had 2.4 times the sales impact of TV combined with YouTube.
Facts & Stats / The Benchmark Series
In its seventh year, The Benchmark Series investigates the impact of different media channels and their interactions to drive the best media mix.
Facts & Stats / The Benchmark Series
Marketers are always looking to increase effectiveness and efficiency of media investment, but without consistent access to econometric modelling it can be challenging to design campaigns for the best possible […]
Facts & Stats / The Benchmark Series
Facts & Stats / The Benchmark Series
Facts & Stats / The Benchmark Series
Five tranches of the Benchmark research have now been conducted and before you sit down to nut out your media spend, here’s what you need to know.
Facts & Stats / The Benchmark Series
As part of The Benchmark Series, ThinkTV commissioned Dr Karen Nelson-Field, a Professor of Media Innovation at The University of Adelaide, to conduct an independent, large-scale in-home study into how Australians really engage with […]
Facts & Stats / The Benchmark Series
Does emotional advertising boost advertising effectiveness?
Facts & Stats / The Benchmark Series
The mobile tranche of The Benchmark Series from Professor Karen Nelson-Field compares the awareness, coverage and, most importantly, the sales impact of TV, Facebook and YouTube video advertising delivered via […]
Facts & Stats / The Benchmark Series
In “Advertising Effectiveness: The Long and the Short of it”, Les Binet and Peter Field showed that advertising works in two ways; in the short term to drive sales amongst […]