TV and Online Video Advertising

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TV and Online video – a winning combination Study into the combined effects of tv and online video advertising Rachael Parratt, Microsoft Advertising Swantje Brennecke, Mindshare. London, June 10 th 2010

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TV and Online video – a winning combination: a free study into the combined effects of tv and online video advertising by Mindshare and Microsoft Advertising (June 2010)

Transcript of TV and Online Video Advertising

Page 1: TV and Online Video Advertising

1 Microsoft® Media Network

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TV and Online video – a winning combination Study into the combined effects of tv and online video advertising

Rachael Parratt, Microsoft Advertising

Swantje Brennecke, Mindshare.

London, June 10th 2010

Page 2: TV and Online Video Advertising

2 Microsoft® Media Network

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Online video is booming

14/10/2009 2

Page 3: TV and Online Video Advertising

3 Microsoft® Media Network

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What do we know already?

• Online video is effective

• Video banners do get more attention, are rememberd better and

judged more positively than display banners

• Consumers really don‟t mind viewing the video to the end

• Length of the pre-roll does influence the effect. Campaigns trying to enhance image or association and/or stimulate action = 15 seconds do work, complex or emotional messages need +- 30 seconds.

Page 4: TV and Online Video Advertising

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What is the added value of pre-rolls during TV campaigns on branding

KPI‟s and what frequency / mix is most effective?

New study:

Page 5: TV and Online Video Advertising

5 Microsoft® Media Network

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Deep dive into usage & attitude of online videos and pre-rolls (N=1.680 13-50 years online video users)

LG Arena Ford Ka KPN internet

Establishment survey on online video usage (n=27.000 - 13-65 years) Who views online video how often on which sites?

3 cases effectiveness measurement What is the added value of video on top of TV advertising?

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4 out of 5 Dutch people watch videos online

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The typical viewer is higher educated, male and younger than 35 years

Base: n=1.680, online video viewers 13-50 years

0% 20% 40% 60% 80% 100%

No never

Yes, once or twice amonth

Yes, once or twice aweek

Yes, almost daily

Total 35 to 50 year olds 20 to 34 year olds 13 to 19 years

Page 7: TV and Online Video Advertising

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User generated and professional content

• 80% watch user generated as well as professional content

• Humour and music are most popular genres

• Fun/relaxation most important motives

• When viewing professional content „keeping up to date‟ is important

motivation, for user generated content its “being bored”

7 Base: n=1.680, online video viewers 13-50 years

Page 8: TV and Online Video Advertising

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Deep dive into usage & attitude of online videos and pre-rolls (N=1.680 13-50 years online video users)

LG Arena Ford Ka KPN internet

Establishment survey on online video usage (n=27.000 - 13-65 years) Who views online video how often on which sites?

3 cases effectiveness measurement What is the added value of video on top of TV advertising?

Page 9: TV and Online Video Advertising

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Viewing requests based on natural behavior

1. Invitation through

email with request to

watch (1-3 times)

3. Respondent

fills out questionnaire

2. Invitation for

research

(at end of campaign)

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Mediagroups

Unexposed: no contact TV; no cookies (n=1.215)

TV only: OTS TV; no online video cookie (n=2.418)

Online video only: no contact TV; online video cookie (n=461)

TV + online video exposed: OTS TV; online video cookie (n=774)

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Page 11: TV and Online Video Advertising

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Results: cross media studies

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Ford Ka: Jan-Feb 2009

LG Arena April-May 2009

KPN June-July 2009

Page 12: TV and Online Video Advertising

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Ad awareness: Combination TV+online

video is stronger

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Reclamebekendheid

6% 5% 9%

1% 4%

7% 8%

17% 21%

0%

5%

10%

15%

20%

25%

30%

35%

Top of Mind Spontaneous Aided

Online only TV only TV & Online

=

significant Base = unexposed (n=1.215)

Ad awareness

Page 13: TV and Online Video Advertising

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Brand awareness: Pre-roll

amplifies effects of TV campaign

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Base = unexposed (n=1.215)

0% 0% 0% 1% 0%

4% 5% 5% 3%

0%

5%

10%

15%

20%

25%

30%

35%

Top of Mind Spontaneous Aided

Online only Tv only TV & Online

Brand awareness

=

significant

Page 14: TV and Online Video Advertising

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Consideration & preference: Pre-roll

adds value

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3% 0% 2% 3% 4%

16%

0%5%

10%15%20%25%30%35%

consideration preference

Consideration & preference

Online only TV only TV & Online

=

significant Base = unexposed (n=1.215)

Page 15: TV and Online Video Advertising

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In order to stimulate ad awareness, repeated contacts

with online video are necessary. The same is true for

brand awareness

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5% 3%

7%

12%

16%

22%

0%

5%

10%

15%

20%

25%

30%

35%

Top of Mind Spontaneous Aided

1 of 2 exposures (n=372) 3+ exposures (n=87)

Ad awareness

Base = unexposed (n=1.215)

=

significant

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Likeablity of the pre-roll has the most influence on

consideration & preference. Number of contacts are less

relevant

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Base = unexposed (n=1.215)

=

significant

10 14

5

24 23

31

-5

5

15

25

35

1 exposure 2 exposures 3+ exposures

Preference: relationship frequency online video & evaluation pre-roll

neutral/negative positive

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Likeability is important for

consideration & preference

Preference Beta sig.

Nice 0.177 <.001

Standing out 0.108 .007

Easy to understand 0.071 .020

Consideration Beta sig.

Relevant for me personally 0.114 .001

Interesting 0.095 .022

Easy to understand 0.084 .003

Spontaneous brand awa. Beta sig.

Standing out 0.092 .015

Fits the brand 0.117 <.001

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Spontaneous ad awa. Beta sig.

Standing out 0.094 .012

Preference is dependable on likeability of the video, for consideration personal relevance plays an important role. Fo stimulating spontaneous brand and ad awareness optimally, the video has to stand out (opvallend).

Page 18: TV and Online Video Advertising

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CONCLUSIONS & ADVICE

Page 19: TV and Online Video Advertising

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Awareness: Pre-roll adds value

especially to light TV viewers

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0

20

40

60

80

100

top of mind adrecognition

top of mind brandawareness

spontaneous brandawareness

Exposure video among light TV viewers

online video (unexposed) online video (exposed)= significant

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Brand consideration- / preference: Pre-

roll effective in all TV contact classes

20 =

significant

05

101520253035

Light tv-viewer Heavy tv-viewer

Brand preference: Exposure online video & contacts TV

online video (unexposed)

Page 21: TV and Online Video Advertising

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Advice: generating awareness

– With low or average TV pressure (+- 200-500 GRP‟s) go for 3+

contacts with the pre-roll

– With high TV pressure(600+ GRP‟s) +/- 2 contacts are sufficient

– Minimum of 3 million impressions

– Effects largest with new campaigns/propositions

– Add Pre-roll in second campaign week (when the base is build)

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Page 22: TV and Online Video Advertising

22 Microsoft® Media Network

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Advice: preference and consideration

• One contact already adds value

• Maximise reach of pre-roll within budget

• Pre-roll investment independent of size TV campaign = it always

adds effect

• Very important: pretest video on likeability, standing out and

personal relevance

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Page 23: TV and Online Video Advertising

23 Microsoft® Media Network

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