Why premium non-skippable videos might not be a bad thing after all

Digital video advertising delivers strong brand awareness impacts in both premium and user-generated content (UGC) environments. According to a GroupM study done with Kantar, there were remarkable improvements in brand awareness after exposure to video advertising in all tested formats.

However, one key difference observed between UGC and premium environments for the two brands tested was that while the key message/tagline for the mainstream haircare brand was delivered across both premium and UGC environments, the more premium wine brand only had significant key message take out in the premium context.

The study, which evaluated the performance of digital video for a popular haircare brand and a premium wine brand in a study with 2,460 participants at the end of 2018, noted that it is also important to tailor advertising assets to specific environments.

This is to front-load brand messaging in environments where ads may be skipped or ended prior to completion. The study also noted that premium non-skippable environments delivered stronger impacts on brand metrics, including key message takeaway.

According to the study, behavioural data shows that majority of viewers are not viewing the full ad in social or skippable environments. Kantar’s normative database shows that in skippable environments typically 44% of people view through to the end of a 15-second ad, while in social spaces, this drops to about 18%.

Kantar media and digital senior media consultant Allan Breiland said: a benefit provided by premium environments is delivering video ads in full duration to their viewers – where more playback time enables an emotional as well as a rational message is to be conveyed.

“In-feed or skippable environments must deliver short, sharp messaging for upfront and at-a-glance to maximise the brand building effects. Making the most of the first frame, the first few seconds and keeping the copy simple are crucial. The different playback times observed in the behavioural data shows assets must be tailored to deliver differently in different environments,” Breiland added.

Meanwhile, GroupM’s digital strategy and investment officer, Venessa Hunt, said historically, the digital industry has been guilty of focusing primarily on performance metrics.

“With the convergence of all media to digital in some form, it is important to remember the incredible strength that digital can bring to brand building. This can be seen even more clearly when brands create fit-for-purpose assets or content designed for the specific platform and user experience. Never has it been so important to understand how and why consumers are interacting with their environments,” Hunt said.

She added that like in all mediums, the more time a consumer spends with a brand, the better the chance for message retention.

“In a climate where human attention is a scarce commodity and attention spans are dropping, marketers need to invest budgets where there is the biggest potential for their advertising to be seen, heard and emotionally engaged,” she said.

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