digital video – The ARF

“If a target audience cannot remember a marketer’s message, advertising largely becomes a waste of time, money and resources. Advertising without recall is advertising without impact.”

The September 2016 issue of the JAR includes four papers addressing the question, “How Does Recall Work in Advertising?” We are excerpting two papers in this issues and will provide the two others next week.

To read a paper in its entirety (plus info on authors),

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Spot Length and Unaided Recall in Television. The researchers analyze both the relationship between spot length and unaided recall in a real-world environment and the direct effect on recall of other advertising break-planning variables. These variables included the position of the break in relation to the television program, the degree of advertising clutter in the break (indicating the break’s duration), the spot’s relative position in the break, and primacy and recency effects. A Key Finding: “Longer spots” – those lasting more than 20 seconds – generated more recall than would correspond proportionally to increase in length. This conclusion supports the argument that advertisers should buy longer spots to reduce the number of brands per advertising break.

Digital-Video – the effects of “mid-roll” versus “pre-roll” spots. One of these new formats is “limited-interruption” advertising, in which each midroll advertising break features just one commercial. This study provides empirical guidance by quantifying the positive and negative effects of repeated limited interruption. A Key Finding: For commercials of the same 30 second duration … limited interruption advertising in digital video delivers greater … brand advertising recall than pre-roll advertising. By comparison, 15 second pre-roll advertisements were just as effective as mid-roll ads, most likely because their shorter duration prevents disengagement (i.e. viewers watching, not skipping, the ads).

Majority of European Video Buyers Use Programmatic, AOL Report Finds

Posted: November 30, 2015

According to AOL’s “2015 European State of Video Industry” report, 98% of video buyers surveyed in European markets buy digital video programmatically. On the sell side, 97% of those surveyed are selling digital video programmatically instead of using traditional models.

AOL, working with Advertiser Perceptions, collected quantitative data on digital video from 411 brands, agencies and publishers in the U.K., France, the Netherlands and Germany.

Among the findings of this report:

-Mobile video is the “most robust growth area” in digital media, with 42% of buyers surveyed reporting a rise in mobile digital video budgets last year.

-42% of advertisers surveyed said they buy digital video directly from publishers.

-48% of advertisers said they’d brought programmatic video-buying capabilities in-house, and 47% said they planned to do so in the next year.

This report included the varying concerns of buyers and sellers concerning programmatic digital video.

Buyers: Need to integrate into existing process and systems and an inability to access premium inventory at scale.

Publishers: Perceived risk of the commoditization of content, a lack of existing process and systems, and a lack of expertise.

Both buyers and sellers surveyed cited viewability issues and fraud scores as important when measuring campaign performance.

See all 5 Cups articles.

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