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1、BEYOND THE:30On Streaming TVShared commitment to learning20192020TODAYQuantified the effectiveness of streaming TV vs.linear TV,establishing clear benchmarks on effective frequency and diminishing returnsExperimented with sponsorship ads on the Roku Home Page to understand their impact compared to t
2、raditional video adsTake the research a step further and focus on how brands can capitalize on streaming TV beyond traditional video2Todays questionsQ2Q1vsHow can marketers make streaming TV ad experiences more engaging?What is the impact of new innovative streaming TV video ad formats?BEYOND:30 ADS
3、TRADITIONAL ADSPREFERENCESAD AVOIDANCE3Table of Contents4Section 1:Driving Ad Acceptance Through Improved Streaming TV Ads Section 2:Testing&Learning Moving Beyond Traditional Ads Section 3:Ad Format Deep Dive What WorksIMPLICATIONS FINDINGSThrough Improved Streaming TV Ad Experiences5Viewers are cr
4、aving new ad experiencesSample sizes:n=1,316Thinking more generally about watching TV,which of the following options,if any,would make you less likely to avoid ads?6Ad avoidance is a surmountable industry problem6%Theres nothing that would make me avoid TV ads less94%There were changes in the types
5、or amount of TV adsI WOULD AVOID TV ADS LESS OFTEN IFBrands should focus on providing the entertainmentviewers are looking for on TVSample sizes:n=1,316Thinking more generally about watching TV,which of the following options,if any,would make you less likely to avoid ads?7Second most popular is gett
6、ing value in return They were more entertaining60%They provided new info48%They were relevant to the content45%They felt less like typical ads47%There were fewer ads42%53%They offered value in returnI WOULD AVOID TV ADS LESS OFTEN IF8Sample sizes:n=1,316Thinking more generally about watching TV,whic
7、h of the following options,if any,would make you less likely to avoid ads?Fewer ads is the least popular solution28585There were fewer adsThey were relevant to the contentThey felt less like TV adsThey provided new infoThey offered value in returnThey were more entertainingIndexed to AVGI
8、 WOULD AVOID TV ADS LESS OFTEN IFCreativity+innovation will encourage younger audiences to avoid ads lessSample sizes:18-34:n=326,35-54:n=855,55+:n=135Thinking more generally about watching TV,which of the following options,if any,would make you less likely to avoid ads?9CHANGES THAT WOULD DECREASE
9、TV AD AVOIDANCE BY AGE18-3435-5455+Age:Were more entertainingOffered value in returnFelt less like typical ads0%100%50%66%59%53%58%52%47%53%48%28%Moving Beyond The Traditional10MethodologyRecruited Streaming TV ViewersParticipants recruited from at-home panel Sample size=2,632*RandomizationParticipa
10、nts randomized into exposed and control groups Natural Streaming TV ViewingParticipants watch a TV show or movie of their choice.Appropriate ads served based on exposed or control assignmentAll participants watch TV show or movie of choiceMeasurementFinal survey to measure impact on traditional bran
11、ding metrics and obtain feedback on ad loadCONTROLLED,ATCONTROLLED,AT-HOME TESTINGHOME TESTINGStandard AdsBeyond:30 Ads*Individuals n=1,316(each person filled 2 test cells,answering questions about 2 brands in the survey)11Ads that go beyond:3012AD BREAKWATCH ALONGAD BREAKFrequency of Exposure to Te
12、st AdTotal Ad LoadTHEMATIC TAGGED VIGNETTE ROKU ORIGINAL PREMIERE TAGGED VIGNETTE WATCH ALONGSNatural streaming TV ad loadNatural streaming TV ad load3 non-traditional ad breaks of custom short-form content tied to the featured movie223Test&learn across 3 verticals13Intent to SearchBrand Favorabilit
13、yTop-of-Mind Ad RecallTraditional TV AdsBeyond the:30 TV Ads+16%+9%+8%+3%+57%+43%14Top to bottom improvement on brand KPIs by extending beyond the:30IMPACT ON THE BRAND-DELTAS EXPOSED AD CONTROL AD 33%Lift167%Lift78%LiftSample sizes:Traditional TV Ads;control n=540,exposed:n=540,Beyond:30 TV Ads;con
14、trol:n=549,exposed:n=549,=Statistical significance between groups at=90%confidence levelLifts are comparing impact of beyond the 30 ads with traditional TV ads What Works15Thematic Tagged Vignette 16Thematic Tagged Vignette is a short-form,branded piece of content with advertisers brand/logo attache
15、d that is stitched to advertisers video ad creative.Produced by the Roku Brand Studio,the video asset is designed to offer brands direct adjacency to a specific season(i.e.,summer hydration tips brought to you by Brand X)or theme(i.e.,better sleep solutions sponsored by Brand X)Tagged Vignettes deli
16、ver on the value viewers wantTagged VignettesTraditional Ads HOW VIEWERS FEEL ABOUT THE AD%STRONGLY/SOMEWHAT AGREE“Taught Me Something New”“Provided Helpful Information”65%43%77%50%Sample size:Traditional Ads:n=269;Tagged Vignettes:n=246=Statistical significance between groups at=90%confidence level
17、17Added value creates desire to learn more about the brand sponsorTHE ADS IMPACT ON THE BRAND-“I WANT TO LEARN MORE”DELTAS EXPOSED AD CONTROL AD TRADITIONAL TV ADSTAGGED VIGNETTES18Traditional TV ads:control:n=269,exposed n=269;Tagged Vignettes:control n=246,exposed:n=246=Statistical significance be
18、tween groups at=90%confidence levelLifts are comparing impact of beyond the 30 ads with traditional TV ads+9%+6%Beyond desire to learn more,tagged vignettes drive transactional momentumTHE ADS IMPACT ON SEARCH INTENTDELTAS EXPOSED AD CONTROL AD Tagged VignettesTraditional AdsSEARCH INTENT bikesbike
19、exercisecity bikingbiking locations19Traditional TV Ads:control:n=269,exposed n=269;Tagged Vignettes:control n=246,exposed:n=246=Statistical significance between groups at=90%confidence levelLifts are comparing impact of beyond the 30 ads with traditional TV ads 50%LiftPerceived value is closely tie
20、d to brand KPIsBRAND KPIsBY PERCEIVED VALUE OF TAGGED VIGNETTE%STRONGLY/SOMEWHAT AGREE WITH BRAND METRIC TAGGED VIGNETTE PROVIDED VALUE Strongly Agree Somewhat Agree Neutral/DisagreeBrand Favorability20Sample Sizes:Strongly Agree:n=174,Somewhat Agree:n=206,Neutral/Disagree:n=112=Statistical signific
21、ance between groups at=90%confidence levelRoku Original Premiere Tagged Vignette 21Roku Original Premiere Tagged Vignette is a short-form,branded piece of content with advertisers brand/logo attached that is stitched to advertisers video ad creative.Produced by the Roku Brand Studio,the video asset
22、is designed to offer brands direct adjacency to a Roku Original show that is exclusively available on The Roku Channel(i.e.,Mamas,sponsored by Brand X)Tagged Vignettes sponsoring original content amplify impact on intent to purchase&recommendTHE ADS IMPACT ON BRAND KPIs-DELTAS EXPOSED AD CONTROL AD
23、Traditional Ads Roku Original Tagged Vignette Intent to Recommend+9%+3%+10%+3%Purchase Intent22Sample sizes:Traditional Ads:control:n=269,exposed:269,Roku Original Tagged Vignette:control:n=250,exposed:n=250=Statistical significance between groups at=90%confidence levelLifts are comparing impact of
24、beyond the 30 ads with traditional TV ads 233%Lift200%LiftBrand I Connect WithBrand I PreferPurchase IntentMost impact when the sponsored content naturally aligns with the viewership of your target ROKU ORIGINAL TAGGED VIGNETTE IMPACT ON BRAND KPIs-DELTAS EXPOSED AD CONTROL AD+5%+18%+5%+20%+14%+10%N
25、ot regular viewers of sponsored shows genre Regular viewers of sponsored shows genre23Sample size:Not regular viewers:control n=119,exposed n=119,Regular viewers:control:n=131,exposed:n=131=Statistical significance between groups at=90%confidence levelLifts are comparing impact of beyond the 30 ads
26、with traditional TV ads 260%Lift100%Lift180%LiftWatch Along24Watch Along is an original,hosted short-form content series that lives within the ad breaks of a film further elevating the viewing experience with high-energy,engaging segments all tied to the movie at hand,presented by a Brand.Watch Alon
27、gsreceive a warm response+nostalgia from someHOW VIEWERS FEEL ABOUT WATCH ALONGSI enjoyed them and miss this format that was popular when I was growing up.It made me not focus on the split/pause in the movie.the videos were interesting and engagingkept me tuned in unlike other commercials.this felt
28、like the family movie night shows I watched growing up with some commercial breaks scattered throughout and hosted.I enjoyed the cool facts about the movie25Q:What did you think about the videos?There are no right or wrong answers.Just tell us anything you liked or did not like about it compared to
29、similar videos you see on TV.+16%Strong preference for Watch Alongs compared to Traditional Ads26HOW VIEWERS FEEL ABOUT THE AD-DELTAS WATCH ALONGS TRADITIONAL ADS Something I prefer seeing over Traditional AdsI wouldnt mind seeing in exchange for free content+9%Sample size:Watch Alongs:control:n=280
30、,exposed:n=280,Traditional Ads:control:n=271,exposed:n=271=Statistical significance between groups at=90%confidence levelLifts are comparing impact of beyond the 30 ads with traditional TV ads Cord cutters have the strongest preference for Watch Alongs78%Lift100%LiftBrands are nearly 2X as effective
31、 at breaking through with Watch Alongs27THE IMPACT OF WATCH ALONGS ON BRAND KPIsDELTAS EXPOSED AD CONTROL ADTOP-OF-MIND AD RECALL Watch Alongs+66%Traditional Ads+39%Sample size:Watch Alongs:control:n=280,exposed:n=280,Traditional Ads:control:n=271,exposed:n=271=Statistical significance between group
32、s at=90%confidence levelLifts are comparing impact of beyond the 30 ads with traditional TV ads 69%LiftWatch Alongs connect with viewers&drive the bottom line28THE IMPACT OF WATCH ALONGS ON BRAND KPIs-DELTAS EXPOSED AD CONTROL ADTraditional Ads Watch Alongs“Is a Brand That Knows How to Connect With
33、Me”+17%+7%Purchase Intent+21%+15%Sample size:Watch Alongs:control:n=280,exposed:n=280,Traditional Ads:control:n=271,exposed:n=271=Statistical significance between groups at=90%confidence levelLifts are comparing impact of beyond the 30 ads with traditional TV ads 143%Lift40%Lift25025029Key Findings3
34、01Viewers are craving new ad experiences on streaming TV.94%of viewers surveyed indicated that enhancements can improve the ad experience for them and,in turn,potential returns for brands 2Beyond the:30 ads work above and beyond traditional video ads,resulting in higher brand awareness,as well as pr
35、omoting next steps in the purchase trajectory 3Each Beyond the:30 ad format is effective and generates different impact Thematic Tagged Vignettes deliver value and drive transactional momentum Roku Original Premiere Tagged Vignettes drive deeper connection between brand and the viewer,especially whe
36、n the sponsored content naturally aligns with the viewership Watch Alongs are memorable,connect with viewers and drive purchase intentImplications311 1 1 12 22 2AMPLIFY WITH ENTERTAINMENTDigital capabilities available through streaming TV could be leveraged to maximize enjoyment and utility of ads t
37、hat go beyond the traditional:30 spot.Explore the advanced customization,such as tagged vignettes tailored to viewer preferences.MORE FUN,MORE VALUEWhile ads are necessary for free content,enhancements can improve the ad experience for viewers+returns for marketers.Marketers should lean into new ad formats that create a more valuable and enjoyable experience for maximum impact.