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Premium VOD advertising placements outperform YouTube and FacebookAugust 31, 2021 | By Rande Price, Research VP – DCN @Randeloo
Researchers continue to prove that ads viewed within a premium publisher environment drive greater advertising effectiveness. Each of the studies (here, here and here) offers insights and empirical data proving ad performance is better in premium content environments.
A new study to add to this notable library is the second phase of The Benchmark Series, the largest cross-media advertising effectiveness study conducted in Australia.
It’s important to note that the first phase of research showed that ads in premium environments offer 1.8 times better recall and 2.8 times the brand lift than short-form video on run of the internet. Further, ads in premium content also deliver 1.8 times higher recall than Facebook video. It appears that the brain processes ads differently depending on where an ad is seen. When people see ads in an environment that helps contributes to memory encoding, ad effectiveness is maximized. Premium editorial sites offer this context.
This new research supplies a unique perspective on advertising performance in premium long-form using Broadcast Video on Demand (BVOD). The VOD broadcasters’ included were 7Plus, 9Now, and 10 play. The study compares BVOD to YouTube, Facebook, and run-of-the-internet sites. It uses core ad effective measures likeability, brand recall and lift.
Both phases of the study were conducted by MediaScience, which is well-known for their expertise in neuro-measures (i.e. biometrics, facial expression analysis, eye tracking and EEG) methodologies. It included more than 5,350 participants and campaigns ran across 252 websites in Australia.
MediaScience defines premium content as:
- Professionally produced content.
- A media brand that people know and trust.
- Brand safe environment.
- Meaningful scale for advertisers.
Overall, the new research shows that ads that appear in BVOD are more effective and outperform video advertising across YouTube, regardless of whether the ads align with short or longer-form content.
Ads in BVOD environments are remembered better (1.3 times) than ads aligned to YouTube videos of any length. Further, when ads in BVOD are compared to YouTube videos shorter than 9 minutes, they generate 1.5 times greater unprompted recall.
Further, BVOD advertising delivers better unprompted recall (4.7 times) than Facebook video ads and 2.5 times better recall than run of internet short-form video.
In terms of likeability, ads in BVOD generate 15% greater likeability compared to YouTube short-form. Dr. Duane Varan, CEO of MediaScience explains, “advertising in premium long-form video environments benefits from the content the ads sit alongside with premium content boosting their impact.” He adds, “The content is priming you for certain emotions and that benefits the ads that follow.”
The research shows that not all digital video environments are equal when it comes to advertising performance. Quality content environments matter when advertising and there’s plenty of research to support this statement. The reality is that it’s long overdue for advertisers to reevaluate where they place their ad dollars and their micro-targeted ad campaigns.