What the Ad World Needs Now, Effectv Says, Is Combined Digital/TV Love

That39s the big takeaway of quotDigital Loves TVquot a study of consumer behavior from Effectv and independent research lab MediaScience A white paper documenting the study is available to advertisers ad agencies and media buying firms today One key finding consumers are 35 percent more likely to purchase a brand product or service unknown to them beforehand after watching a commercial for it on TV and digital compared to exposure on digital alonequotWhat we found is as video consumption habits have changed advertisers naturally follow their audience to digital experiencesquot saidamp160John Brauer executive director of advanced analytics at Effectv quotBut we know TV39s a trusted brandbuilding mechanism for our advertisers We started with the question How effective is a digitalonly campaign at building a brand relative to those that combine digital with TVamp160We found that across the board all of your brand metrics improve when you combine digital with TVquotMore than 140 adults age 18 and over participated in the study taking place at two of MediaScience39s lab facilities During the study participants watched a set of commercials on digital services YouTubeFacebookmobile apps and TV networks The sequence of commercials and where they showed up was juggled throughout the test period so that the entire sample base did not experience the same presentation order and platformSome of the messages were for wellknown brands while others were for products unknown to the viewers amp160imaginary and created just for this effort MediaScience technicians used biometrics eye tracking and other procedures to monitor the test periodBrauer maintains the study39s sample size at 140plus people was appropriate quotto get statistically significant resultsquot He declinedamp160to name the advertisers with commercials running in the test and acknowledgedamp160a variety of categories were in play including retail home improvement and autosquotThere39s a level of legitimacy that TV creates for a brand as opposed to if you39re only advertising on digitalquot Brauer continued quotThe intent to purchase doesn39t carry through at the same level as those campaigns that had the audience exposed to both TV and digital The effect actually stands for both known and unknown brandsquotOther conclusions of this study A digitalTV combined campaign improves that campaign39s total performance Popular brands products and services consumers know and trust by heart benefit from commercial exposure on both platforms and brands products and services people don39t know or use benefit more Viewers pay attention and spend more time watching commercials on digital services when preceded by TV exposure to those adsWith distribution of quotDigital Loves TVquot Effectv is helping its clients to understand and find better ways to use their media budgets quotThis evolution of TV comes down to how we as viewers program ourselves and have the content we want to watch at the right timequot Brauer assertedFor small local businesses as well as new national advertisers on the scene such as directtoconsumer marketers the study39s conclusions can be critical to their future existence quotWe39re there to help them understand that using TV isn39t this big challenging mysteryquot Brauer added quotIt39s something that anyone can do and it39s important for them to activate TV elements in their campaigns in order to make that next step with their brandquotExpect a number of research initiatives from Effectv in the near future that further probe the viewer relationship between digital and TV messages Chances are they are not necessarily two different islands of ad activity Brauer noted quotWe see this as one media ecosystem in that the resonance of your messaging carries across those platformsquotCould the surging number of adsupported programming ventures circulating through smart TV sets and TVconnected gadgets including Peacock from Comcast39s NBCUniversal outpost benefit as well over time from these studiesamp160Over time we39ll find out Brauer suggestedClick the social buttons to share this story with colleagues and friendsThe opinions expressed here are the author39s views and do not necessarily represent the views of MediaVillagecomMyersBizNet

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What the Ad World Needs Now, Effectv Says, Is Combined Digital/TV Love

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Simon Applebaum

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