We've seen rapid growth over the past few years in Video-On-Demand (VOD) services, and in the devices used by people to consume the content. In particular, we've seen a big shift to Connected TV devices - including Smart TVs, Gaming Consoles, Apple TV, Roku and Chromecast.
But like most things that change quickly, industry measurement has struggled to keep up, which has restricted the level of investment by advertisers and media agencies to leverage this change in viewer behaviour. There is some suggestion that advertising on these screens may not be as effective. But is there any difference between the screen you mount on your wall, to the screen you hold in your hand, in terms of advertising effectiveness?
While I was at Yahoo7, I had the opportunity to create a large-scale experimental study with 827 participants, using the live-production environment of PLUS7, to answer this very question. I also had the pleasure of presenting this at the asi APAC Television & Video Conference in Singapore.
The results showed very little difference in the ads recalled on each screen for Computer, Mobile and Connected TV. However, other data suggests that more people viewed each stream when it's through a Connected TV device, meaning that the total ads recall per stream is actually higher for these bigger screens.
You can read more about this work here on B&T :
New research by Yahoo7 into the effectiveness of advertising on connected TV (encompasses smart TVs, gaming consoles and OTT devices) has revealed that connected TV produces the highest ad recall per stream compared to mobile and desktop.
The study found that the average number of people viewing a stream is highest for connected TV at 1.7 viewers per stream, followed by desktop and mobile both at 1.2.
When taking the number of viewers into account, the average number of ads recalled is highest on connected TV at 2.4, compared to 2.1 on mobile and 1.9 on desktop.
Furthermore, PLUS7 data shows the share of video viewing on connected TV has almost doubled in the last twelve months, yet the effectiveness of advertising on these platforms has been unclear to the industry.
In response, Yahoo7 designed the large-scale experiment, developing an industry-first measurement methodology.
Ed Harrison, chief executive officer at Yahoo7, said: “As the use of connected TV becomes more widespread, it’s essential that our industry understands the potential of advertising on these platforms.
“Connected TV will have a major impact on the future of video consumption, and we’re excited to lead this first step towards understanding its advertising effectiveness.”
The original B&T article was published here : http://www.bandt.com.au/media/study-connected-tv-highest-ad-recall-streaming-device
This post was originally posted on the Marketing Scientist Group blog : https://www.marketingscientist.com/single-post/2017/08/09/VOD-Does-screen-size-matter