The document summarizes a study on the effectiveness of TV and video-on-demand (VOD) advertising in the UK. The study found that combining TV and VOD advertising was more effective at increasing brand awareness and message association than TV alone, especially among light TV viewers who watch less than two hours per day. The study also found that VOD advertising helped extend the impact of brand messaging after TV campaigns ended by continuing to raise awareness and association. Additionally, combining TV and VOD campaigns was more cost-effective than TV-only campaigns, particularly for reaching light TV viewers. The methodology involved analyzing survey data from over 1,000 UK consumers and fusing it with TV viewership and VOD exposure data.
TV advertising's killer charts: what every marketer should know Thinkbox TV
This deck brings together the killer evidence which explains how and why TV is the most effective form of advertising - and is in fact becoming more effective.
It's packed full of useful and inspiring stuff from advertising response and talkability to the power of emotion and fame.
This is an abridged version of an assignment completed through study for an MBA.
This report provides an evaluation of the expanded marketing mix for the WWE Network. The evaluation leads to recommendations to enhance the current marketing strategies, including introducing additional line items, new promotional channels, and the need for strategic partnerships.
Nestlé Purina ONE wanted to evaluate the effectiveness of a combination of newspapers and TV. Working with Newsworks to evaluate their advertising Nestlé Purina boosted brand commitment, brand values and advertising effeciency.
TV advertising's killer charts: what every marketer should know Thinkbox TV
This deck brings together the killer evidence which explains how and why TV is the most effective form of advertising - and is in fact becoming more effective.
It's packed full of useful and inspiring stuff from advertising response and talkability to the power of emotion and fame.
This is an abridged version of an assignment completed through study for an MBA.
This report provides an evaluation of the expanded marketing mix for the WWE Network. The evaluation leads to recommendations to enhance the current marketing strategies, including introducing additional line items, new promotional channels, and the need for strategic partnerships.
Nestlé Purina ONE wanted to evaluate the effectiveness of a combination of newspapers and TV. Working with Newsworks to evaluate their advertising Nestlé Purina boosted brand commitment, brand values and advertising effeciency.
TV advertising's killer charts: what every marketer should know (10 slide tas...Thinkbox TV
This deck brings together the killer evidence which explains how and why TV is the most effective form of advertising - and is in fact becoming more effective.
For more visit www.thinkbox.tv
4 things that brands are doing to win in the new video landscapeLucas Modesto
Back in the 1950s, when TV was first gaining popularity as an entertainment medium, advertisers had it fairly easy. With only three networks and one viewing screen, the audience was highly concentrated. To this day, I Love Lucy still holds the record for the highest Nielsen average for a TV season—67.3. Families around America tuned in weekly for a season that started with Lucy battling a conveyor belt at a chocolate factory and eventually welcomed Ricky Jr. to the world.1
Because of this concentrated TV viewing audience, advertisers knew when, where and what the whole country was watching without the need for sophisticated technology, data collection, or analysis.
Today’s television viewing landscape is very different. While TV screens still account for 91% of our viewing time,2 we’re now able to watch great video content wherever, whenever and however we want. According to Nielsen, traditional TV watching has declined 44% for viewers 18-24 years old and 32% for viewers 25-34 years old over the past five years.3 Meanwhile, streaming video is on the rise. In 2017, 59% of American households had a streaming video subscription, compared to just 38% in 2014.4
'Payback 4: Pathways to Profit' by Ebiquity for Thinkbox - an advertising eff...Thinkbox TV
‘Payback 4: pathways to profit’ (2014) is an econometric analysis by Ebiquity for Thinkbox of over 4,500 ad campaigns across 10 advertising sectors between 2008 and 2014. It compared, on a like-for-like basis, the sales and profit impact of five forms of advertising: TV (linear spot and sponsorship), radio, press, online display (excluding video on demand) and outdoor. The study is an update on Ebiquity’s previous effectiveness study for Thinkbox, Payback 3, which was published in 2011.
Payback 4 found that TV advertising remains the most effective form of advertising and creates the most profit for businesses pound for pound. The study found that TV gave an average return of £1.79 for every £1 invested during 2011-14. This is up from £1.70 for every £1 invested during 2008-11. It also found that TV consistently demonstrated the highest return on investment (ROI) of any form of advertising over the last 7 years, a period of economic recession and major upheaval in media technology and consumption.
Thinkbox launched the third instalment in its award-winning Screen Life series of research studies. Commissioned from Craft research, Screen Life 3 looked at emerging TV technologies and behaviours.
A review of research from Australia and around the world confirms that TV advertising is as effective and as relevant today as ever. What’s more, TV continues to deliver the greatest profit to advertisers.
As per the report, TV viewing habits have become more fragmented globally, with average daily watch time across linear TV and OTT being two hours and 53 minutes, and watch time on streaming platforms surpassing linear TV by 22%.
Commissioned by Facebook, this study looks at how Facebook’s reach compare to that of TV networks, how does this reach differ for different demographics and across different dayparts, and how to allocate ad expenditures accordingly.
Expose your brand to the world with interactive connected tv ads, multi-channel marketing, smart tv ads and OTT advertising. Connected TV advertising made simple with cross-channel cookie-less conversions. Visit 9MediaOnline.com now.
TV advertising's killer charts: what every marketer should know (10 slide tas...Thinkbox TV
This deck brings together the killer evidence which explains how and why TV is the most effective form of advertising - and is in fact becoming more effective.
For more visit www.thinkbox.tv
4 things that brands are doing to win in the new video landscapeLucas Modesto
Back in the 1950s, when TV was first gaining popularity as an entertainment medium, advertisers had it fairly easy. With only three networks and one viewing screen, the audience was highly concentrated. To this day, I Love Lucy still holds the record for the highest Nielsen average for a TV season—67.3. Families around America tuned in weekly for a season that started with Lucy battling a conveyor belt at a chocolate factory and eventually welcomed Ricky Jr. to the world.1
Because of this concentrated TV viewing audience, advertisers knew when, where and what the whole country was watching without the need for sophisticated technology, data collection, or analysis.
Today’s television viewing landscape is very different. While TV screens still account for 91% of our viewing time,2 we’re now able to watch great video content wherever, whenever and however we want. According to Nielsen, traditional TV watching has declined 44% for viewers 18-24 years old and 32% for viewers 25-34 years old over the past five years.3 Meanwhile, streaming video is on the rise. In 2017, 59% of American households had a streaming video subscription, compared to just 38% in 2014.4
'Payback 4: Pathways to Profit' by Ebiquity for Thinkbox - an advertising eff...Thinkbox TV
‘Payback 4: pathways to profit’ (2014) is an econometric analysis by Ebiquity for Thinkbox of over 4,500 ad campaigns across 10 advertising sectors between 2008 and 2014. It compared, on a like-for-like basis, the sales and profit impact of five forms of advertising: TV (linear spot and sponsorship), radio, press, online display (excluding video on demand) and outdoor. The study is an update on Ebiquity’s previous effectiveness study for Thinkbox, Payback 3, which was published in 2011.
Payback 4 found that TV advertising remains the most effective form of advertising and creates the most profit for businesses pound for pound. The study found that TV gave an average return of £1.79 for every £1 invested during 2011-14. This is up from £1.70 for every £1 invested during 2008-11. It also found that TV consistently demonstrated the highest return on investment (ROI) of any form of advertising over the last 7 years, a period of economic recession and major upheaval in media technology and consumption.
Thinkbox launched the third instalment in its award-winning Screen Life series of research studies. Commissioned from Craft research, Screen Life 3 looked at emerging TV technologies and behaviours.
A review of research from Australia and around the world confirms that TV advertising is as effective and as relevant today as ever. What’s more, TV continues to deliver the greatest profit to advertisers.
As per the report, TV viewing habits have become more fragmented globally, with average daily watch time across linear TV and OTT being two hours and 53 minutes, and watch time on streaming platforms surpassing linear TV by 22%.
Commissioned by Facebook, this study looks at how Facebook’s reach compare to that of TV networks, how does this reach differ for different demographics and across different dayparts, and how to allocate ad expenditures accordingly.
Expose your brand to the world with interactive connected tv ads, multi-channel marketing, smart tv ads and OTT advertising. Connected TV advertising made simple with cross-channel cookie-less conversions. Visit 9MediaOnline.com now.
Expose your brand to the world with interactive connected tv ads, multi-channel marketing, smart tv ads and OTT advertising. CTV advertising campaign made simple with cross-channel cookie-less conversions. Visit 9MediaOnline.com now.
Expose your brand to the world with interactive connected tv ads, multi-channel marketing, smart tv ads and OTT advertising. CTV advertising campaign made simple with cross-channel cookie-less conversions. Visit 9MediaOnline.com now.
Expose your brand to the world with interactive connected tv ads, multi-channel marketing, smart tv ads, and OTT advertising. Connected TV advertising made simple with cross-channel cookie-less conversions. Visit 9MediaOnline.com now.
Presentación del CEO de Optiva Media, Valia Merino, en el Desayuno Europeo sobre el nuevo cliente digital organizado por Madrid Network el pasado 11 de diciembre en la sede de la Comisión Europea en Madrid. La presentación enfoca la reflexión en el nuevo rol del televidente digital móvil y cómo la industria se está adaptando al mismo.
Expose your brand to the world with interactive connected tv ads, multi-channel marketing, smart tv ads, and OTT advertising. Connected TV advertising made simple with cross-channel cookie-less conversions. Visit 9MediaOnline.com now.
Expose your brand to the world with interactive connected tv ads, multi-channel marketing, smart tv ads, and OTT advertising. CTV advertising campaign made simple with cross-channel cookie-less conversions. Visit 9MediaOnline.com now.
Expose your brand to the world with interactive connected tv ads, multi-channel marketing, smart tv ads, and OTT advertising. Connected TV advertising made simple with cross-channel cookie-less conversions. Visit 9MediaOnline.com now.
Ahead of the VICELAND TV launch in the UK, VICE and Brandwatch analyzed Twitter conversation from the US and UK, over a one-year period and identified the profile of a potential UK VICELAND viewer.
The research uncovered:
- A richly detailed target persona
- Ways and means of engaging the desired audiences
- Strategies for future TV scheduling and planning.
ANA programmatic-financial-fog 22-5-17Brian Crotty
A new study of programmatic media trading was released last week. The study, entitled “Programmatic: Seeing Through The Financial Fog” is a joint initiative between the primary US advertiser trade group the ANA, its Canadian equivalent the ACA, Ebiquity (EBQ.L, N/R) and Ad/Fin, and was undertaken to investigate costs and economics of programmatic advertising ecosystem. The study is relevant to digital media technology owners large (i.e. Alphabet’s Google (GOOGL, Hold) and small (i.e. The Trade Desk (TTD, N/R), to digital publishers, agency holding companies including IPG (IPG, Hold), Omnicom (OMC, Hold), Publicis (PUB.PA, Hold) and WPP (WPP.L, Hold) and providers of measurement and data services such as Nielsen (NLSN, Hold) because of the benchmarks the study provides and because of the implications the study suggests about the industry’s evolution.
Babelfish articles oct 16 mar 17 28-3-17 reduxBrian Crotty
In a world where it is increasingly difficult to keep up, let alone stay ahead, I am sharing a collection of meaty articles that passed my screens over the last 6 months. I have divided into 6 topics - The first articles in each section are important reading for those who can´t afford to tread water.
Sharing a collection of articles that I found interesting over the last 6 months - First 20 are important reading for those who can´t afford to tread water.
Sharing a collection of articles that I found interesting over the last 6 months - First 20 are important reading for those who can´t afford to tread water.
Barbie Movie Review - The Astras.pdffffftheastras43
Barbie Movie Review has gotten brilliant surveys for its fun and creative story. Coordinated by Greta Gerwig, it stars Margot Robbie as Barbie and Ryan Gosling as Insight. Critics adore its perky humor, dynamic visuals, and intelligent take on the notorious doll's world. It's lauded for being engaging for both kids and grown-ups. The Astras profoundly prescribes observing the Barbie Review for a delightful and colorful cinematic involvement.https://theastras.com/hca-member-gradebooks/hca-gradebook-barbie/
Hollywood Actress - The 250 hottest galleryZsolt Nemeth
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Meet Dinah Mattingly – Larry Bird’s Partner in Life and Loveget joys
Get an intimate look at Dinah Mattingly’s life alongside NBA icon Larry Bird. From their humble beginnings to their life today, discover the love and partnership that have defined their relationship.
Young Tom Selleck: A Journey Through His Early Years and Rise to Stardomgreendigital
Introduction
When one thinks of Hollywood legends, Tom Selleck is a name that comes to mind. Known for his charming smile, rugged good looks. and the iconic mustache that has become synonymous with his persona. Tom Selleck has had a prolific career spanning decades. But, the journey of young Tom Selleck, from his early years to becoming a household name. is a story filled with determination, talent, and a touch of luck. This article delves into young Tom Selleck's life, background, early struggles. and pivotal moments that led to his rise in Hollywood.
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Early Life and Background
Family Roots and Childhood
Thomas William Selleck was born in Detroit, Michigan, on January 29, 1945. He was the second of four children in a close-knit family. His father, Robert Dean Selleck, was a real estate investor and executive. while his mother, Martha Selleck, was a homemaker. The Selleck family relocated to Sherman Oaks, California. when Tom was a child, setting the stage for his future in the entertainment industry.
Education and Early Interests
Growing up, young Tom Selleck was an active and athletic child. He attended Grant High School in Van Nuys, California. where he excelled in sports, particularly basketball. His tall and athletic build made him a standout player, and he earned a basketball scholarship to the University of Southern California (U.S.C.). While at U.S.C., Selleck studied business administration. but his interests shifted toward acting.
Discovery of Acting Passion
Tom Selleck's journey into acting was serendipitous. During his time at U.S.C., a drama coach encouraged him to try acting. This nudge led him to join the Hills Playhouse, where he began honing his craft. Transitioning from an aspiring athlete to an actor took time. but young Tom Selleck became drawn to the performance world.
Early Career Struggles
Breaking Into the Industry
The path to stardom was a challenging one for young Tom Selleck. Like many aspiring actors, he faced many rejections and struggled to find steady work. A series of minor roles and guest appearances on television shows marked his early career. In 1965, he debuted on the syndicated show "The Dating Game." which gave him some exposure but did not lead to immediate success.
The Commercial Breakthrough
During the late 1960s and early 1970s, Selleck began appearing in television commercials. His rugged good looks and charismatic presence made him a popular brand choice. He starred in advertisements for Pepsi-Cola, Revlon, and Close-Up toothpaste. These commercials provided financial stability and helped him gain visibility in the industry.
Struggling Actor in Hollywood
Despite his success in commercials. breaking into large acting roles remained a challenge for young Tom Selleck. He auditioned and took on small parts in T.V. shows and movies. Some of his early television appearances included roles in popular series like Lancer, The F.B.I., and Bracken's World. But, it would take a
Modern Radio Frequency Access Control Systems: The Key to Efficiency and SafetyAITIX LLC
Today's fast-paced environment worries companies of all sizes about efficiency and security. Businesses are constantly looking for new and better solutions to solve their problems, whether it's data security or facility access. RFID for access control technologies have revolutionized this.
Matt Rife Cancels Shows Due to Health Concerns, Reschedules Tour Dates.pdfAzura Everhart
Matt Rife's comedy tour took an unexpected turn. He had to cancel his Bloomington show due to a last-minute medical emergency. Fans in Chicago will also have to wait a bit longer for their laughs, as his shows there are postponed. Rife apologized and assured fans he'd be back on stage soon.
https://www.theurbancrews.com/celeb/matt-rife-cancels-bloomington-show/
Orpah Winfrey Dwayne Johnson: Titans of Influence and Inspirationgreendigital
Introduction
In the realm of entertainment, few names resonate as Orpah Winfrey Dwayne Johnson. Both figures have carved unique paths in the industry. achieving unparalleled success and becoming iconic symbols of perseverance, resilience, and inspiration. This article delves into the lives, careers. and enduring legacies of Orpah Winfrey Dwayne Johnson. exploring how their journeys intersect and what we can learn from their remarkable stories.
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Early Life and Backgrounds
Orpah Winfrey: From Humble Beginnings to Media Mogul
Orpah Winfrey, often known as Oprah due to a misspelling on her birth certificate. was born on January 29, 1954, in Kosciusko, Mississippi. Raised in poverty by her grandmother, Winfrey's early life was marked by hardship and adversity. Despite these challenges. she demonstrated a keen intellect and an early talent for public speaking.
Winfrey's journey to success began with a scholarship to Tennessee State University. where she studied communication. Her first job in media was as a co-anchor for the local evening news in Nashville. This role paved the way for her eventual transition to talk show hosting. where she found her true calling.
Dwayne Johnson: From Wrestling Royalty to Hollywood Superstar
Dwayne Johnson, also known by his ring name "The Rock," was born on May 2, 1972, in Hayward, California. He comes from a family of professional wrestlers, with both his father, Rocky Johnson. and his grandfather, Peter Maivia, being notable figures in the wrestling world. Johnson's early life was spent moving between New Zealand and the United States. experiencing a variety of cultural influences.
Before entering the world of professional wrestling. Johnson had aspirations of becoming a professional football player. He played college football at the University of Miami. where he was part of a national championship team. But, injuries curtailed his football career, leading him to follow in his family's footsteps and enter the wrestling ring.
Career Milestones
Orpah Winfrey: The Queen of All Media
Winfrey's career breakthrough came in 1986 when she launched "The Oprah Winfrey Show." The show became a cultural phenomenon. drawing millions of viewers daily and earning many awards. Winfrey's empathetic and candid interviewing style resonated with audiences. helping her tackle diverse and often challenging topics.
Beyond her talk show, Winfrey expanded her empire to include the creation of Harpo Productions. a multimedia production company. She also launched "O, The Oprah Magazine" and OWN: Oprah Winfrey Network, further solidifying her status as a media mogul.
Dwayne Johnson: From The Ring to The Big Screen
Dwayne Johnson's wrestling career took off in the late 1990s. when he became one of the most charismatic and popular figures in WWE. His larger-than-life persona and catchphrases endeared him to fans. making him a household name. But, Johnson had ambitions beyond the wrestling ring.
In the early 20
240529_Teleprotection Global Market Report 2024.pdfMadhura TBRC
The teleprotection market size has grown
exponentially in recent years. It will grow from
$21.92 billion in 2023 to $28.11 billion in 2024 at a
compound annual growth rate (CAGR) of 28.2%. The
teleprotection market size is expected to see
exponential growth in the next few years. It will grow
to $70.77 billion in 2028 at a compound annual
growth rate (CAGR) of 26.0%.
Tom Selleck Net Worth: A Comprehensive Analysisgreendigital
Over several decades, Tom Selleck, a name synonymous with charisma. From his iconic role as Thomas Magnum in the television series "Magnum, P.I." to his enduring presence in "Blue Bloods," Selleck has captivated audiences with his versatility and charm. As a result, "Tom Selleck net worth" has become a topic of great interest among fans. and financial enthusiasts alike. This article delves deep into Tom Selleck's wealth, exploring his career, assets, endorsements. and business ventures that contribute to his impressive economic standing.
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Early Life and Career Beginnings
The Foundation of Tom Selleck's Wealth
Born on January 29, 1945, in Detroit, Michigan, Tom Selleck grew up in Sherman Oaks, California. His journey towards building a large net worth began with humble origins. , Selleck pursued a business administration degree at the University of Southern California (USC) on a basketball scholarship. But, his interest shifted towards acting. leading him to study at the Hills Playhouse under Milton Katselas.
Minor roles in television and films marked Selleck's early career. He appeared in commercials and took on small parts in T.V. series such as "The Dating Game" and "Lancer." These initial steps, although modest. laid the groundwork for his future success and the growth of Tom Selleck net worth. Breakthrough with "Magnum, P.I."
The Role that Defined Tom Selleck's Career
Tom Selleck's breakthrough came with the role of Thomas Magnum in the CBS television series "Magnum, P.I." (1980-1988). This role made him a household name and boosted his net worth. The series' popularity resulted in Selleck earning large salaries. leading to financial stability and increased recognition in Hollywood.
"Magnum P.I." garnered high ratings and critical acclaim during its run. Selleck's portrayal of the charming and resourceful private investigator resonated with audiences. making him one of the most beloved television actors of the 1980s. The success of "Magnum P.I." played a pivotal role in shaping Tom Selleck net worth, establishing him as a major star.
Film Career and Diversification
Expanding Tom Selleck's Financial Portfolio
While "Magnum, P.I." was a cornerstone of Selleck's career, he did not limit himself to television. He ventured into films, further enhancing Tom Selleck net worth. His filmography includes notable movies such as "Three Men and a Baby" (1987). which became the highest-grossing film of the year, and its sequel, "Three Men and a Little Lady" (1990). These box office successes contributed to his wealth.
Selleck's versatility allowed him to transition between genres. from comedies like "Mr. Baseball" (1992) to westerns such as "Quigley Down Under" (1990). This diversification showcased his acting range. and provided many income streams, reinforcing Tom Selleck net worth.
Television Resurgence with "Blue Bloods"
Sustaining Wealth through Consistent Success
In 2010, Tom Selleck began starring as Frank Reagan i
Experience the thrill of Progressive Puzzle Adventures, like Scavenger Hunt Games and Escape Room Activities combined Solve Treasure Hunt Puzzles online.
_7 OTT App Builders to Support the Development of Your Video Applications_.pdfMega P
Due to their ability to produce engaging content more quickly, over-the-top (OTT) app builders have made the process of creating video applications more accessible. The invitation to explore these platforms emphasizes how over-the-top (OTT) applications hold the potential to transform digital entertainment.
_7 OTT App Builders to Support the Development of Your Video Applications_.pdf
Tremor Video: TV and-vod-friends-with-benefits-faq April 2013
1. TV AND VOD FRIENDS
with Benefits
1. 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 on
behalf of the IAB UK Video Council. The study took place October 2011–November 2012. Nielsen fielded
the study and conducted surveys, analyzing in partnership with Tremor Video the campaign performance
of 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! Video
on demand.
The UK research also complements Tremor Video’s US spring 2013 ad campaign. TV with Benefits aims
to 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, and
that TV and VOD campaigns can build brand awareness and message association better than TV alone. We
also wanted to prove that VOD advertising extends the life of a campaign’s brand message even after the TV
advertising ends. We based these assumptions on the rapid adoption of portable devices as a means to get
news, 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 VOD
media buys are added to TV advertising campaigns. But this happens to a higher degree when
targeting affluent consumers who are light TV viewers watching less than two hours of TV per day. TV
and VOD campaigns targeting this group are also more cost effective than TV-only campaigns. VOD is
less effective when reaching moderate-to-heavy watchers of TV.
4. What were your specific findings?
Brand Awareness Up
I. 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 increase
unaided 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 brands
top of mind by running TV and VOD ads simultaneously and also by continuing with VOD when TV ads
stop.
Example (Figure 1)
• Prior to a major UK brand’s ad campaign, 33% of survey respondents who watched TV and VOD
content named the brand in an unaided manner, i.e., they named the brand when asked, “When
FAQ
2. 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. Unaided
brand 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 association
decreases 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 ads
correctly 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. Researchers
found a significant difference in message association among those who were exposed to the brand’s
November 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 the
Figure 1
VOD
Incremental
Reach
Figure 2
3. pre-campaign level of 29%. Among those who were not exposed to the VOD ads, advertising “decay”
set in and only 26% made the brand-message connection.
Cost Effectiveness, Too
It is less expensive to increase unaided brand awareness and message association, per percentage
point, per person, via TV and VOD than via TV alone among light TV viewers.
Example
• Of the people Aviva targeted in its campaign, 48% were light TV viewers who watched less than two
hours of TV per day. As such, TV advertising would likely be unable to reach that portion of the
population with sufficient frequency. However, according to our research, 56% of light TV viewers
watch VOD, and VOD helped offset the frequency TV was lacking. Among the five campaigns we
analyzed during phase 1, as high as 41% of the target audience were exposed to TV and VOD ads.
• For every pound sterling Aviva spent to increase unaided awareness via TV, it cost only 59 pence
to do so with TV and VOD among light TV viewers.
• For every pound sterling Aviva spent to increase message association via TV, it cost only 64 pence
to do so with TV and VOD among light TV viewers.
5. You’ve mentioned there is a relationship between light TV viewership and VOD viewership. Can you
further explain the connection between light and heavy/medium TV viewership and VOD viewership?
Light TV viewers, who watch TV less than two hours per day, may see a brand’s TV ad a maximum of
one time during the TV campaign. A single ad viewing is generally not enough to make a significant
impact on brand awareness or message association. But as many light TV viewers do watch VOD, they
can be reached relatively effectively via that medium.
Heavy/medium TV viewers (those who watch TV more than two hours per day), and especially heavy
TV viewers (those who watch TV more than five hours per day), are exposed to a high frequency of TV
advertising, averaging five plus ads for a single brand over the course a TV campaign. These people
have a high level of unaided awareness and message association from a TV campaign alone. When they
are also exposed to VOD ads, the overwhelming brand lift from TV overshadows VOD’s impact.
6. How do you know when people are watching TV and VOD advertising?
For VOD advertising viewership, we use cookies to determine exposure to the ad. As long as cookie
data exists for more than 50% of the population we can calculate the exposure rate with confidence.
And in the UK, more than 50% of the population maintains their browser cookie data.
To assess TV viewership, we asked a battery of questions such as:
Do you watch commercial TV? If so:
• What time do you watch TV?
• How many hours do you watch per week?
Figure 3
VOD
Incremental
Reach
4. • What channels do you watch?
• What programs do you watch?
Example
If 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 that
these 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 Broadcasters
Audience Research Board) and “fused” it with Nielsen’s digital panel data from their meter, making
sure 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 association
for Aviva.
• Fielded the survey to nationally representative sample of 1,375 British consumers in the ABC1 target
audience between August and November 2012.
• Recruited survey respondents that qualify for the ABC1 target audience, equally over seven days per
week, for 14 weeks.
• Measured their TV viewing behavior, VOD cookie exposure, brand awareness, and message
association for Motor Insurance Companies (Aviva and its competitive set).
• Used experimental design: The control sample was not exposed to advertising. The test 1 group was
exposed 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.