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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 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.
4 Microsoft® Media Network
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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:
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)
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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
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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
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
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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)
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
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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
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
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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
17 Microsoft® Media Network
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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).
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
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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
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 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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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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