Research

Not all digital video is equal

Premium digital environments matter, but how does premium digital video compare?

Earlier in 2021, we proved that advertising in premium digital environments matters and is more effective for advertisers. 

Now, we dive into the world of premium video to see how it stacks up against user-generated and social video. We set out to see the difference on sales impact for video advertising in BVOD and short form video in premium environments in comparison to Facebook and YouTube.

Firstly, what do we mean by “premium digital?

There’s digital and then there’s premium digital, a descriptor for environments that have ALL of the following attributes:

  • Premium, professionally produced content
  • A media brand that people know and trust
  • Brand safe environment
  • Meaningful scale for advertisers
In Phase one of the research it was proven:
  • Short-form video in premium digital environments delivers 1.8x higher recall than Facebook video
  • Short-form video in premium digital environments offers 1.8x better recall and 2.8x the brand lift than run-of-internet sites

Commissioned by ThinkPremiumDigital, The Benchmark Series has been undertaken by Dr Duane Varan, CEO of MediaScience, an independent audience research lab. The new results from The Benchmark Series – Australia’s largest cross-media advertising effectiveness study – definitively prove that video advertising within premium digital content creates superior memory retention.

Building on from the results in phase one, phase two findings include:
  • People enjoy the same ad more when it’s run in BVOD compared with YouTube or Facebook
  • Ads in BVOD have 1.3x greater unprompted recall than any content length on YouTube
  • Ads in BVOD deliver 4.7x better unprompted recall than ads in Facebook video
  • Ads in BVOD deliver 2.5x better prompted recall than ads shown in run of internet short-form video

Find out more and download the findings at thinkpremiumdigital.com.au

Fact Packs
25th May

ThinkNewsBrands Fundamentals: Facts and stats May, 2022

Just need the facts? ThinkNewsBrands ‘Fundamentals’ provides all the facts and stats you need about engagement with Total News. Get all the facts you need about Total News: Detailed readership across news platforms (print, digital and cross platform) Readership of news by age and by region Time spent with news by location and demographic Readership: […]

ThinkNewsBrands Fundamentals: Facts and stats May, 2022

Just need the facts? ThinkNewsBrands ‘Fundamentals’ provides all the facts and stats you need about engagement with Total News. Get all the facts you need about Total News: Detailed readership across news platforms (print, digital and cross platform) Readership of news by age and by region Time spent with news by location and demographic Readership: […]

Fact Packs
17th Mar

ThinkTV Fact Pack: Jul to Dec 2021

The facts are in. Packed with all the latest ‘need-to-know’ facts to help you plan effective campaigns, ThinkTV’s latest Fact Pack contains new VOZ-enabled insights, and offers a detailed snapshot of total video viewing and total ad-supported video viewing on any in-home viewing device. Download the H2 2021 Fact Pack for a deep dive on […]

ThinkTV Fact Pack: Jul to Dec 2021

The facts are in. Packed with all the latest ‘need-to-know’ facts to help you plan effective campaigns, ThinkTV’s latest Fact Pack contains new VOZ-enabled insights, and offers a detailed snapshot of total video viewing and total ad-supported video viewing on any in-home viewing device. Download the H2 2021 Fact Pack for a deep dive on […]

Research
8th Mar

Not all ‘time spent’ is equal

Latest research shows time spent on a media platform is not the same as time spent consuming advertising. When it comes to all important ad attention, premium video (combined BVOD and short-form video) outperforms YouTube and social video (Facebook and Instagram). For every hour of time spent on different platforms, the amount of ad exposure […]

Not all ‘time spent’ is equal

Latest research shows time spent on a media platform is not the same as time spent consuming advertising. When it comes to all important ad attention, premium video (combined BVOD and short-form video) outperforms YouTube and social video (Facebook and Instagram). For every hour of time spent on different platforms, the amount of ad exposure […]

There are no results to display. Please try a different keyword or reset the filters to see everything.