Brand awareness and recall best via online ads

New research into the ad-viewing behaviour of consumers shows that online viewers are less distracted, more involved and more impacted by brands than their TV and DVR counterparts.

by Helen Leggatt

The first in a series of digital research studies developed by Millward Brown looks at the longer-term digital implications for brand building. The study is called CTV-1, which stands for consumer-controlled television/video viewing, and is designed to provide insights in to how consumers engage with multiple viewing mediums.

"Consumers now have control over how, when, and where they access video content," said Steve Sternberg, executive vice president, audience analysis at MAGNA Global. "We need to understand how these multiple platforms and video touchpoints impact not just advertising recall, but overall communication effectiveness."

Over 3,000 people were involved in the CTV-1 study, for which Millward Brown partnered with ABC, NBC, Fox, Digitas, Magna Global and GroupM, amongst others. Participants were shown a prime-time TV show on either live TV, DVR or the web. Each show contained 30-second ads and viewer reactions were collected via an online survey within 48 hours.

Online viewing resulted in 30 percent more brand awareness (82 percent) among online viewers, and online ads resulted in a higher level of brand recall. Recall amongst TV and DVR viewers was 18 percent and 19 percent respectively, whereas online recall was 77 percent.

In addition, online viewers (93 percent) were more able to link the correct brand to a commercial than their TV and DVR counterparts (70 percent).

Millward Brown’s study also puts the attention given to ads down to varying levels of distraction between the three viewing mediums. While 41 percent of all the ad watchers did something else during the ads, those watching online were less distracted (32 percent). Online viewers gave the ads more attention (46 percent) than TV (30 percent) and DVR watchers (21 percent).

This could, in part, be due to online advertisers typically running just one brand during an online show, but showing several on TV. "You're looking at a 30-second ad, not a four-minute pod," said Millward Brown vice president, Mike Ripka. "You'll sit around for 30 seconds, so you're highly engaged with the advertising."

A large number of DVR watchers, 60 percent, simply fast-forwarded through the ads.

"The results of the Millward Brown CTV-1 Study provide independent confirmation of our own research that we have been sharing with our advertisers on ABC.com,” said Mark Loughney, vice president, sales strategy & research, ABC. “Sole sponsorship of programs in the "lean-forward" online environment provides an opportunity for our partners to connect with passionate fans of ABC shows in a uniquely engaging environment.”