How to maximise your media returns this summer

Video advertising is a proven driver of brand growth but with a host of video opportunities to choose from it’s wise to remember that not all video platforms are equal. Advertisers who want to ensure their ads keep their business in growth this summer need video advertising platforms that tick a few key boxes.   Given the silly season is already upon us, you will be relieved to know that ThinkTV can help you cut to the chase, with a short summary of the key factors required for brand growth over summer.  It’s as easy as 1,2,3.

1. Reach

  • The best ad in the world will achieve nothing if it isn’t seen by the target audience. Les Binet, one the “Godfathers of Advertising Effectiveness” and co-author of The Long and The Short of It says; “The most effective marketing strategies talk to everybody. Marketing is a numbers game.” Professor Byron Sharp of the Ehrenberg-Bass Institute has proven again and again that unless you use a platform that has the scale to reach lots of people – both buyers and non-buyers – with your messaging you limit your opportunity to grow.
  • The reach offered by a video advertising platform is critical, but it is equally important that an ad is viewable and that the way it is viewed aids mental availability and branded memory retention.  When you can tick all the boxes then the sales impact is magnified.
  • Reach is important, but reach on an effective platform magnifies returns.

2. Effectiveness

  • The environment in which the video advertising is viewed is critical – not only in terms of brand safety but also transparency and verification, viewability, trustworthiness and the likelihood to deliver business outcomes.
  • In an effort to quantify the role that each video advertising platform has on sales impact, ThinkTV commissioned Professor Karen Nelson Field to undertake the Benchmark Series. In this world-first study, the Professor held ad campaigns as a constant across TV, Facebook and YouTube and then used eye-tracking software to understand exactly how the ads were viewed before measuring the sales impact of each environment using discrete choice modelling.
  • Professor Karen Nelson-Field has shown that ads in a TV content feed have 2.7x the sales impact of ads shown on YouTube.
  • Why? Because TV generates more active attention by leveraging the full area of the screen its viewed on, and is always 100 per cent viewable.

3. Memorability

  • 99% of consumers who see video advertisements are not actually in the market, or at the shops, to buy at that moment. Good advertising creates branded memories that linger in the minds’ of consumers long after the ad has been aired and influence the purchase decision at a later date. Your brand’s mental availability, or brand salience, refers to the probability of a consumer thinking of your brand when they are in a buying situation.
  • As part of the Benchmark Series, Professor Nelson-Field, found that advertising on YouTube decays three times faster in memory than TV advertising, click here.
  • So, not only does TV advertising generate a greater sales impact in the short term, it sustains this sales effect by remaining in consumers’ memories for longer.

TV delivers better business outcomes
It’s no wonder then, that TV is the most effective video advertising platform. ThinkTV commissioned Ebiquity to conduct Payback Australia, the largest econometric modelling exercise of media spend in Australia – a $1 million study of 21 brands, across four key industry pillars, analysing more than $1 billion in advertising spend and the resulting sales impact across three years. When optimising the media mix for each of the participating brands, Ebiquity found that to maximise business growth, brands should move TV budget allocation from 78% to 90% for FMCG, from 53% to 75% for Automotive, and from 33% to 60% for Finance.

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