Study reveals online video delivers cost-effective incremental reach and enhanced brand awareness. Adconion Pty Ltd
Sydney, 27 February 2013: smartclip, Adconion Media Group's multiscreen video and brand advertising platform, today revealed the results of a study that demonstrates the positive impact that online video has on reach, frequency and brand awareness as part of a cross media campaign.
The cross media study, which was conducted by Millward Brown, in association with Adconion Media Group and a leading media agency, tracked the impact of online video on the launch of a new FMCG product in Australia.
When taking total campaign investment into consideration, the study revealed that the addition of pre-roll online video advertising added two per cent incremental reach over TV. The addition of pre-roll and OOH (Out of Home Advertising), however, extended campaign coverage by an additional seven per cent over and above TV, demonstrating the importance of planning a truly integrated campaign. In addition to the two per cent incremental reach pre-roll added, it was also key in supplementing TV by best reaching light and non-TV viewers; a significant 38 per cent of the campaign's audience. The combination of pre-roll and TV also had a significant and positive impact on return on investment as the advertiser would have had to spend an additional 12 per cent of total campaign budget to achieve the same reach if they had been using TV alone.
As well as driving reach and frequency, it was found that pre-roll lifted brand metrics beyond what TV alone could deliver, adding 30 per cent of the impact on product awareness whilst proving to be twice as cost-effective as TV in generating product awareness within the campaign.
"As pre-roll video ads are playing an increasingly important role in cross media plans, this study provides valuable insights for advertisers to consider when planning their media campaigns." commented Sam Smith, Managing Director of smartclip APAC. He continued, "Audiences are fragmenting and are connected like never before. With online video, you can stay in front of your audience and smartclip is well-positioned to target the right audience, at the right place, on the right device, with the right message, at the right time".
The study by Millward Brown, used a combination of online cookie tracking and a media consumption survey asking detailed television consumption questions of respondents. Viewing habits were then matched with media spot plans to determine the opportunity to see each media.
About Adconion Media Group
Adconion Media Group (www.adconion.com) operates one of the largest multi-channel digital distribution platforms, across display, video, mobile, social and email. Dedicated to strong partnerships with agencies and marketers, Adconion provides customized solutions and innovative products designed in-house which are delivered across multiple screens on a single platform. Adconion provides a portfolio of brand and performance solutions for advertisers worldwide. Adconion Media Group wholly owns Adconion Direct, providing performance solutions spanning display, email, mobile and social media; smartclip, the multiscreen video and brand advertising platform; and RedLever, a studio specializing in developing and producing brand-integrated and associated content; Adconion has 25 offices servicing 20 countries around the world. It is a member of the Interactive Advertising Bureau (IAB), is one of the first companies to be IAB certified with its unique Ad Networks & Exchanges Quality Assurance program in the US and is a founding member of IASH Europe.
smartclip (www.smartclip.com) is a global multi-screen and brand advertising platform specializing in video ad formats across all Internet-connected devices including, smartphones, tablet PCs, gaming consoles, set-top boxes and connected TVs, in addition to the classic PC. The company helps advertisers and media agencies to reach targeted consumers. Publishers benefit from proprietary and innovative technology solutions for the monetization of their video content. smartclip is headquartered in Hamburg, Germany with major operations in Europe, Australia, the U.S. and Latin America, pushing the frontier of digital video advertising.
The company is a wholly owned subsidiary of Adconion Media Group, which has 25 offices serving 20 countries around the world.
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 TV alone would have required 26 per cent additional TARPS (Target Audience Rating Points) to generate reach achieved with TV and pre-roll together.