Reference for Title Graphic

Variations in Video
Advertising Impact
Beth Uyenco
Global Research
Director
Microsoft Corporation
David Kaplan
SVP, Research &
Product Development
Nielsen IAG
The Rise of Online Video
In an overall down year for online advertising,
online video ad spending grew
in 2009
41%
And there are now 144 million online video viewers, or
72%
of all internet users
Online video outpaces TV when measured by the dollars marketers
spend relative to the amount of time individuals spend viewing video
Source: eMarketer.
Online Video Audience and
Time Spent Is Growing
Audience
Time Spent
(MM)
(MM)
160
30000
150
25000
140
20000
26,541
21,277
143
130
120
15000
125
14%
25%
10000
5000
110
100
Dec-08 Feb-09 Apr-09 Jun-09 Aug-09 Oct-09 Dec-09
Source: Nielsen VideoCensus, December 2008–2009.
0
Dec-08 Feb-09 Apr-09 Jun-09 Aug-09 Oct-09 Dec-09
Online Viewing Growth ≠ Online Video
Ad Spend
THE ECONOMICS OF ONLINE VIDEO (Jan. 18, 2010)
More U.S. viewers watch web video than watch recorded TV on
DVRs (and often skip the ads), according to Nielsen Online.
Still, the economic potential of web video remains mostly unrealized.
A major stumbling block for web video is the inability of the
biggest TV advertisers to make a direct comparison between
the effectiveness of TV and the effectiveness of an
equivalent buy online
The Business Issues We Need to Answer
 Can we use GRPs/impressions for valuating the
both video platforms?
– Is impact the same?
 Will ad impact differ by length of surrounding
content?
– Long-form vs. short-form content
 Can I re-purpose my TV ads for online?
 Is there synergy between linear TV and online
video advertising?
How We Did Our Study
 Examined all TV and web video data from
Nielsen IAG from November 2007 to May 2009
–
–
–
–
238 Brands
412 Products
951 Ad Executions
14,333 Completed Surveys (P13+)
 7,476 in Day-After Period
 Tracked ads on premium online sites largely on
long-form content
 To parallel conventional TV content for true
apple-to-apples comparisons
 Controlled for same brand advertisements
across TV and web
 Where there were enough cases, compared ads
on short-form content to those on TV
How IAG Surveys Work
1. Premium Online Video publisher adds
dynamic IAG OpenTag to show and ad
content delivered via player, and
provides IAG a preview of ads with
corresponding Creative IDs for survey
creation
2. IAG panelist visits Site and watches full
episodes (through natural behavior) and
we are “pinged” with info
3. Panelist visits RewardTV.com
4. We recognize that panelist has been
exposed to full episodes/ads
5. Panelist has option to take surveys for
any of the online programs they viewed
(including questions about in-stream
ads/product placements)
Nielsen IAG Key Metrics
The Following Four Metrics Were Surveyed Across
All Campaigns
1. General recall: Did those exposed to the ad remember
the overall creative concept of it?
2. Brand recall: Did those exposed to the ad remember
the brand the day after exposure?
3. Message recall: Did those exposed to the ad remember
the primary message of the ad the day after exposure?
4. Likeability: Did those exposed to the ad remember the
brand the day after exposure and report to like the ad
“a lot” or “somewhat”?
Note: all metrics measured “aided” awareness.
Ad Surveys for Premium Online Video and Linear TV
Are Identical Allowing Direct Comparison of Platforms
General
Recall
Brand
Recall
Message
Recall
 In an advertisement during this show, what happened that caused people to
clap and cheer as a silver car sped along a desert highway?
–
–
–
–
Grooves in asphalt sounded out a musical composition when driven over
Nails in the ground held balloons that inflated when they were passed
Miniature cones on short medians fell in a domino effect when clipped
Colored lights on fence poles made a light show signaling traffic was clear
 What was this an advertisement for?
–
–
–
–
Honda Civic
Nissan Sentra
Ford Focus
Toyota Corolla
 According to this advertisement, why should you purchase a Honda Civic?
– Gets great gas mileage
– Seats five comfortably
– Has a powerful engine
 How much did you like this advertisement?
Likeability
–
–
–
–
–
I liked it a lot
I liked it somewhat
I am neutral about this advertisement
I disliked it somewhat
I disliked it a lot
Note: Responses randomized for General, Brand and Message Recall questions.
Big Learnings
Online
Video vs. TV
Online Video &
TV Together
Repurposed TV vs.
Original Online Ads
Online video
performed better
than TV across
every brand
metric and for
every vertical
A campaign
combining online
video and TV ads
improved recall
and likeability for
all verticals
Overall,
repurposed TV
ads are at least as
effective as
original online
video ads
Are all video GRPs equal?
Does the platform have an impact?
Online Video Ads Outperform TV Ads on
All Key Brand Impact Metrics
Premium Online Video vs. TV Ad Performance
80
65
Online Video
TV
60
46
50
39
40
28
26
21
20
14
0
General Recall
Brand Recall
Message Recall
Source: Nielsen IAG, A18-49, Premium Online Video Measurement 2008-09, includes individuals only exposed to brand/product on one platform (in prior
15 days). Television norms inclusive of Primetime programming only and based on survey responses during same time period as Premium Online Video
survey responses. TV norms are based on all ads for those Brand/Products which ran on both Premium Online Video & TV during time period; specific
creative executions may vary.
Likeability
The Difference Is Even More Pronounced
Among Younger Viewers 13-34
Premium Online Video Indexed to Comparable TV Ad Performance
By Age Group
250
231
209
208
Brand Recall Index
Message Recall Index
211
200
186
170
150
127
123
TV = 100
13-24
25-34
35-49
Source: Nielsen IAG, Premium Online Video Measurement 2008-09, P13+.
Television norms inclusive of Primetime programming only and based on survey responses during same time period as Premium Online Video survey responses.
Note: TV norms above are based on all ads for those Brand/Products which ran on both Premium Online Video & TV during time period; specific creative
executions may vary. Green shading indicates significantly higher score for Premium Online Video at 90% confidence.
50+
In-stream Video Ads in Short-form Content Generate
Better Brand and Message Recall as Well as Likeability
50
42
Video Ads on short-form
content
40
40
TV Ad (same
brand/product)
27
30
22
20
20
15
12
12
10
0
General Recall
Brand Recall
Message Recall
Source: Nielsen IAG, Short-Form Online Video Measurement 2008-09; Sample: Adults 18-49 (N=163 for Short-Form; 65,593 for TV), Persons 13+ (N=252 for
Short-Form; 99,422 for TV). Television norms inclusive of Primetime programming only and based on survey responses during same time period as Premium
Online Video survey responses.
Note: TV norms above are based on all ads for those Brand/Products which ran on both Short-Form Online Video & TV during time period; specific creative
executions may vary.
Likeability
Why the Variation in Impact?
 Higher Engagement with Content
 Greater attentiveness to content because user
has to click to download content
 Novelty of online video
 Inability to easily skip units
 Considerably reduced ad clutter
 Content sponsorships
 Persistent companion ad presence
Engagement with Premium Online Video Has Far
Exceeded the Average Levels on Standard Broadcast TV
Premium Online Video vs. TV Program Engagement
100
Premium Online Video Norm
90
80
88
+13%
Broadcast TV Primetime Norm
78
70
60
Source: Nielsen IAG, A18-49.
Premium Online Video includes all tagged full episodes measured between Sep 21, 2009 - Mar 13, 2010; TV benchmark includes all TV programs airing between
Sep 21, 2009 - Mar 13, 2010.
Note: Premium Online Video measurement includes surveys completed up to 7 days post-stream; TV data is based on completed up to 24 hours post-telecast.
Even If a Brand Has a Single Ad in a Long-form Stream, it
Generates Higher Recall; Scores Improve Somewhat Further
Among Brands with Multiple Spots in a Stream
Premium Online Video vs. TV Advertisement Brand Recall
60
48
50
43
40
30
28
20
10
0
TV
Online Premium Video
(Single Ad from Sponsor)
Online Premium Video
(Multiple Ads from Same
Sponsor)
Source: Nielsen IAG, P13+, Sep 2009 – Mar 2010, Television norms inclusive of Primetime programming only and based on survey responses during same
time period as Premium Online Video survey responses. Data comparatives are based on all ads for those Brands which ran on both Premium Online Video
(in single and multiple ad formats) & TV during time period; specific creative executions may vary.
Do re-purposed TV ads
work in premium video?
Repurposed TV Spots Get Greater Levels of
Break-through Than Other In-stream Ad Formats
…Even When Controlling for Prior TV Exposure
In-Stream Ad Performance by Creative Type
Creative Type
General
Recall
Brand Message Likeability
Linkage Linkage
Linkage
Repurposed TV Ads
66%
76%
80%
55%
Web Original Video Ads
58%
72%
72%
48%
Flash Animation/
Interactive
47%
78%
68%
46%
Source: Nielsen IAG, P13+, Premium Online Video Measurement 2007-09; Bottom table excludes those exposed on TV in past 15 days; Note: Web Original ads
include those Online ads for which Nielsen IAG has not logged a counterpart ad on Standard Television.
Note: Counterpart must contain same core creative, but may not necessarily be of the same length or include identical tag;
**Use caution for sample sizes where n<100.
Green shading indicates significantly higher score at 90% confidence.
Is there synergy between conventional TV
advertising and online video advertising?
Online Video Streaming Is the
Icing on the Cake
Hours Spent Viewing Video
(h:mm)
168:00
1:51
144:00
120:00
2:00
2:01 1:46
1:39
1:43
2:12
1:53
1:47
1:54
96:00
72:00
48:00
24:00
0:00
Dec-08
Jan-09
Feb-09
Mar-09
Apr-09
TV (Live +7)
May-09
Jun-09
Jul-09
Streaming internet
Source: Nielsen Convergence Research Panel, December 2008– September 2009; Data spikes attributable to months
with 5 weeks.
Aug-09
Sep-09
TV/Internet Ad Schedule R&F Example
Schedule Reach Analysis – TV, Online, Combined
60
53.4
50
48.5
39.2
40
The potentially small
“overlap” group is often
where the greatest
Brand Lift is often seen
30
20
14.2
7.8
10
4.9
0
TV Reach
Online Reach
Total Reach
TV Only
Online Only
Both TV and
Online
TV Ads Are Significantly More Effective Among Viewers
Who Were Previously Exposed to the Brand’s In-stream Ads
Message Recall Exhibited the Greatest Lift Among the
Dual-platform Exposed Group
60
52
TV + Premium Online Video
+18%
TV Only
50
44
40
35
+35%
+53%
29
30
+31%
26
19
20
17
13
10
0
TV Ad General Recall
TV Ad Brand Recall
TV Ad Message Recall
TV Ad Likeability
Source: Nielsen IAG, A18-49, Premium Online Video Measurement 2008-09; TV + Premium Online Video Total Exposed Sample Size = 1,068.
TV + Premium Online Video exposure group include those viewers who were exposed to same brand/product ad in Premium Online Video in 7-day period
prior to TV ad exposure.
Note: Primetime TV data based only time period(s) where impressions were also being delivered on measured Premium Online Video for same brand/product.
All metrics are significantly higher for TV+Premium Online Video exposure group at 90% confidence.
Even When Controlling for Frequency, the Combination
of TV + Premium Video Provides Superior Advertising
Impact Than TV Alone
TV Advertising Impact at 2-5 Exposures
TV Ad
General
Recall
TV Ad
Brand
Recall
TV Ad
Message
Recall
49%
30%
25%
TV Only (2-5 exp)
42%
23%
16%
Index
117
130
156
Exposure Cell
TV (1 exp) + Premium Online Video
(1-4 exp)
Source: Nielsen IAG, A18-49, Premium Online Video Measurement includes mix of Full Episode programs during April/May 2009.
TV + Premium Online Video exposure group include those viewers who were exposed to same brand/product ad in Premium Online Video in 7-day period
prior to TV ad exposure.
TV Ads for This Telecom Advertiser Were Most Effective
Among Those Viewers Who Were Previously Exposed to
Online Video Ads
TV Advertisement Brand Recall by Prior Online Ad Exposure Type
60
52
48
50
40
39
39
TV + Standard
Display Only
TV + Rich Media
Only
35
30
20
10
0
TV Only
Source: Nielsen IAG, A18+, 11.18.09 – 03.14.10; Based on online ad exposure in 30 days prior to TV ad exposure.
TV + Video Only
TV + Display +
RM + Video
Conclusions
 Online web ads yield deeper engagement than
corresponding TV ads on the basis of branding metrics
 Using online video advertising together with TV greatly
improves advertising effectiveness – particularly message
communication
 Re-purposed TV ads can work better than originallyproduced web video ads
– Perhaps because TV ads are more likely to have been pre-tested
(unlike most video streaming ads) or have higher production values
– Or viewers watching TV programs online may still prefer the
absorptive nature of traditional TV ad executions
The Business Issues Answered
 Can we use GRPs/impressions for
valuating both video platforms?
NO!
 Will ad impact differ by length of
surrounding content?
SOMETIMES!
 Can I re-purpose my TV ads
for online?
YES!
 Is there synergy between linear TV
and online video advertising?
YES!
THANKS AND HAPPY VIEWING!
[email protected]
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