All of us who live in the Marketing world hold our breath when our new campaign goes to air, knowing that the shape of the sales curve could well shape the next career step. So the short term sales impact is important, because it is personal. And we know which video media platform works best to drive an immediate sales spike thanks to the work of Professor Karen Nelson Field from the Centre for Amplified Intelligence. The Benchmark Series showed that in the short term, visibility and attention drive sales irrespective of video platform.
We know that the truly great campaigns drive a strong sales spike initially, but then keep working for the brand in the longer term to raise the baseline. So, for the latest tranche we asked Professor Nelson-Field to re-test how these platforms perform over a longer time period. And what did she find?
Ads watched in a TV content feed, viewed on any screen, not only generated a greater immediate sales impact than ads watched on Youtube or Facebook, but they also continued to generate a greater sales impact long after Facebook and YouTube advertising memories had completely faded. The Professor found that following one execution, TV advertising keeps working to drive a sales impact for 109 days, compared with YouTube at eight days and Facebook at six days.
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
The results from The Benchmark Series have consistently demonstrated that the superior screen coverage and viewability of TV drives greater attention and delivers higher sales impact than social video, irrespective […]
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 […]