Demonstrating a thriving and healthy media that’s trusted by advertisers requires a number minimum rules of entry, Kyne says. Things like non-skippable ads, transparency, user data safety and being able to command attention and keep it are crucial elements to make advertising on any platform enticing.
And according to ThinkTV, television lends itself to these qualities better than any other media does.
“Facebook and Google for example, often fail to meet some of these milestones,” Kyne says.
Last week marketing professor and columnist Mark Ritson wrote in The Australian that media analysts Ebiquity had shared results of Facebook video advertising research in London earlier this month. The results suggested that the number of impressions for a video are actually far fewer than what the social media giant claims. The results showed that, despite reporting more than five million impressions for a Facebook campaign for a large client, only about 133,000 of those claimed impressions were valid and viewable.
Moreover, just 57,000 were watched with audio to the halfway point and only 35,000 of them (less than one percent) viewed the video in its entirety.
Widespread duping of advertisers on online channels is something that Kyne believes couldn’t happen in television because data is readily available from independent sources.
“A lot of online insights are not entirely truthful and we want to be able to jump on that and draw the comparison back to TV. If there is one thing we [ThinkTV] can improve on it is jumping on global research and giving it a New Zealand context.”
Dr Karen Nelson-Field
As part of The Benchmark Series, ThinkTV commissioned Dr Karen Nelson-Field to conduct an independent, large-scale, in-home study into how people really engage with advertising across different platforms and devices. Nelson-Field, the founder of The University of Adelaide’s Centre of Amplified Intelligence, also compared TV against other environments such as Facebook and YouTube.
Her findings showed that the amount of ad coverage on a screen had a strong correlation to attention and sales impact – TV screen coverage proved to be 10 times that of Facebook and three times that of YouTube. According to the research, advertisers get the greatest impact from ads playing out on 100 percent of the screen and on devices and platforms where the view-time is longer – meaning television can deliver better advertising, sales and business results.
“It was a slight pivot on our strength of television message,” Kyne says. “TVCs are 100 percent viewable on a large screen and the power of the big screen image compared to viewing on a small screen is huge.
“The findings also showed that TV ads command greater attention of longer and the market really resonated strongly on that. There’s a lot of excitement for the next phase of Karen’s research.”