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TV AND VOD FRIENDSwith Benefits1. What is “TV and VOD: Friends With Benefits”?“TV and VOD: Friends With Benefits” is a research study about TV and video-on-demand (VOD)advertising in the UK. Tremor Video and the IAB UK co-funded and commissioned the research onbehalf of the IAB UK Video Council. The study took place October 2011–November 2012. Nielsen fieldedthe study and conducted surveys, analyzing in partnership with Tremor Video the campaign performanceof several clients belonging to Performics, a Publicis Groupe media agency. The IAB UK released the“TV and VOD: Friends With Benefits” study at an April 16, 2013 event entitled, Stretch that reach! Videoon demand.The UK research also complements Tremor Video’s US spring 2013 ad campaign. TV with Benefits aimsto show how TV and video ad campaigns work together to build brands through creative storytelling.2. What did you want to prove/disprove about VOD and TV advertising?Our hypothesis was that VOD serves as a cost-effective and efficient complement to TV advertising, andthat TV and VOD campaigns can build brand awareness and message association better than TV alone. Wealso wanted to prove that VOD advertising extends the life of a campaign’s brand message even after the TVadvertising ends. We based these assumptions on the rapid adoption of portable devices as a means to getnews, entertainment, and other content.3. Did your results prove the hypothesis?Yes. We learned that people’s unaided awareness and message association both improve when VODmedia buys are added to TV advertising campaigns. But this happens to a higher degree whentargeting affluent consumers who are light TV viewers watching less than two hours of TV per day. TVand VOD campaigns targeting this group are also more cost effective than TV-only campaigns. VOD isless effective when reaching moderate-to-heavy watchers of TV.4. What were your specific findings?Brand Awareness UpI. TV advertising alone, when targeted to light TV viewers (those watching less than two hours per day),does not deliver a significant increase in brand awareness. TV and VOD work together to increaseunaided brand awareness among this harder-to-reach group.II. VOD, on its own, is an effective channel for continuing to raise brand awareness after TV campaigns end.Based on this finding, we are recommending that marketers maximize their ad budgets and keep brandstop of mind by running TV and VOD ads simultaneously and also by continuing with VOD when TV adsstop.Example (Figure 1)• Prior to a major UK brand’s ad campaign, 33% of survey respondents who watched TV and VODcontent named the brand in an unaided manner, i.e., they named the brand when asked, “WhenFAQ
thinking about [this brand’s industry], which companies come to mind?”• As a result of the brand’s two-month TV and VOD campaign, unaided awareness jumped to 38%*of TV and VOD watchers.• After the TV campaign ended, VOD advertising continued to run alone for one month. Unaidedbrand awareness jumped to 41% among viewers exposed to the VOD ads.*38% is average of TV only and TV and VOD results for the September-October period.Message Association Up (Figure 2)III. TV and VOD work in unison to increase message association better than TV alone. VOD, on its own,continues to increase message association after TV ads stop. Figure 2 shows how message associationdecreases over an 8-week period after TV ads stop. But VOD ads keep message association alive.Example (Figure 3)• Prior to a major UK brand’s campaign, 29% of survey participants who watched TV and VOD adscorrectly associated the brand with its messages.• After the brand’s two-month TV and VOD campaign, message association almost doubled to 48%of TV and VOD watchers.• After the TV campaign ended, VOD advertising continued to run alone for one month. Researchersfound a significant difference in message association among those who were exposed to the brand’sNovember VOD ads versus those who were not. Of those who were exposed to the VOD ads, 32%correctly associated the brand with its messages, down from the high of 48% but still higher than theFigure 1VODIncrementalReachFigure 2
• What channels do you watch?• What programs do you watch?ExampleIf people told us they watched Downton Abbey on iTV/iTV+1 on a Sunday night between 9:00–10:00 p.m.and we know that Aviva ran a 30-second spot at 9:45 p.m. on ITV during Downton Abbey, we know thatthese viewers had an opportunity to see the Aviva ad.7. What was your methodology?Tremor Video, the IAB UK, Nielsen, and Performics approved the cross-media research approach.We consider this a “fusion” study, for the team took TV data from BARB (the UK’s BroadcastersAudience Research Board) and “fused” it with Nielsen’s digital panel data from their meter, makingsure that TV and digital data had similar proportions of men vs. women, affluent vs. non-affluent,and the like.Phase 1• Looked at cost efficiency and incremental reach across five TV and VOD ad campaigns in the retail,FMCG (fast-moving consumer goods), telco, and finance sectors.• Each campaign reached between 11 million and 25 million UK consumers in the following categories:people ages 16-34; and women and men in the lower, middle, and upper-middle classes.Phase 2• Measured effectiveness of TV and VOD advertising in raising awareness and message associationfor Aviva.• Fielded the survey to nationally representative sample of 1,375 British consumers in the ABC1 targetaudience between August and November 2012.• Recruited survey respondents that qualify for the ABC1 target audience, equally over seven days perweek, for 14 weeks.• Measured their TV viewing behavior, VOD cookie exposure, brand awareness, and messageassociation for Motor Insurance Companies (Aviva and its competitive set).• Used experimental design: The control sample was not exposed to advertising. The test 1 group wasexposed to TV, test 2 was exposed to TV and VOD, and test 3 was exposed only to VOD.• Analyzed the data and fused it with the TV data to arrive at conclusions.