TV and Online Video Advertising

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    05-Dec-2014
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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

  • 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

  • 2 Microsoft Media Network

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    Online video is booming

    14/10/2009 2

  • 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 dont 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.

  • 4 Microsoft Media Network

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

    KPIs and what frequency / mix is most effective?

    New study:

  • 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?

  • 6 Microsoft Media Network

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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

  • 7 Microsoft Media Network

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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

  • 8 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?

  • 9 Microsoft Media Network

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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)

  • 10 Microsoft Media Network

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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)

    10

  • 11 Microsoft Media Network

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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

  • 12 Microsoft Media Network

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    Ad awareness: Combination TV+online

    video is stronger

    12

    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

  • 13 Microsoft Media Network

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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

  • 14 Microsoft Media Network

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    Consideration & preference: Pre-roll

    adds value

    14

    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)

  • 15 Microsoft Media Network

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    In order to stimulate ad awareness, repeated contacts

    with online video are necessary. The same is true for

    brand awareness

    15

    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

  • 16 Microsoft Media Network

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    Likeablity of the pre-roll has the most influence on

    consideration & preference. Number of contacts are less

    relevant

    16

    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

  • 17 Microsoft Media Network

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    Likeability is important for

    consideration & preference

    Preference Beta sig.

    Nice 0.177

  • 18 Microsoft Media Network

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    CONCLUSIONS & ADVICE

  • 19 Microsoft Media Network

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    Awareness: Pre-roll adds value

    especially to light TV viewers

    19

    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

  • 20 Microsoft Media Network

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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)

  • 21 Microsoft Media Network

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    Advice: generating awareness

    With low or average TV pressure (+- 200-500 GRPs) go for 3+ contacts with the pre-roll

    With high TV pressure(600+ GRPs) +/- 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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  • 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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  • 23 Microsoft Media Network

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    d THANK YOU