MAGNA Media Trials, MAGNA’s industry-leading proprietary research offering, and Roku have just announced a new study, conducted in collaboration with the Roku Brand Studio, revealing that new video ad formats in streaming TV are twice as appealing to consumers as traditional TV advertising.
Marketers are currently attempting to distinguish themselves in the streaming transition. Traditional television commercials, on the other hand, miss out on an opportunity to surprise and excite viewers beyond the traditional ad break. Beyond the 30, an investigation into how marketers can create more engaging and powerful ad experiences on streaming television.
There were tests of three new “Beyond the: 30” video ad formats:
• Roku Original Vignette: A 30-second ad in which a brand references the Roku Original program being streamed.
• Thematic Tagged Vignette: A 30-second animated commercial in which a brand celebrates streaming.
• Watch Alongs: During commercial breaks, the brand sponsors discuss the television show or movie being streamed.
All three “Beyond the: 30” ads outperformed traditional TV ads in terms of top-of-mind brand recall (+57% “Beyond the: 30” vs. +43%), brand favorability (+8% vs. +3%), and intent to search (+16% vs. +9%). These findings demonstrate the great potential of “Beyond the: 30” advertisements, which include increasing brand awareness and boosting sales.
Multiple brands from many verticals participated in the study, including T-Mobile and Subaru. A home-based panel of 1,316 viewers was randomly split between exposed and control groups, who saw their preferred content intermingled with streaming-specific and traditional ads. Following the content viewing experience, viewers were questioned to evaluate the effect on brand key performance indicators (KPIs) and to get a deeper understanding of consumers’ perspectives.
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