Here’s an overview of what has been happening in the video world over the last business week of the year, with highlights from Videology, Forrester, ITV, and ProsiebenSat.1. To stay up to date and have the latest industry news and insights delivered straight to your inbox, sign up for the weekly VAN newsletter.
Videology Study: Media Companies Lukewarm on GRPs, Most Agencies Believe Video and TV Likely to Be Planned Together within Three Years
Ideology, a video advertising technology company, have announced the results of a study carried out by Forrester. The survey included 150 advertisers, media companies and agencies across the US and Canada and looked how linear TV and video advertising are converging.
The survey found that almost 70% of both advertisers and agencies believe that it is “likely” or “very likely” that agencies will plan video and TV campaigns holistically across all video viewing options within the next three years, and while those with digital experience appear to have the edge edge, Forrester found that respondents with both linear and digital skills that believe the future will be more like linear television and that traditional agencies are best to lead.
Other findings included:
• Advertisers and their agencies see different benefits in video. Interestingly, 51 percent of advertisers see targeting specific consumers as a key benefit versus 37 percent of agencies, while 43 percent of agencies see improving audience attention as a key benefit versus percent of advertisers.
• Media companies are most confident about improved ROI. 43 percent of media companies believe increasing ROI accountability is a top benefit that video advertising will offer versus 27% of advertisers and agencies.
• Agencies are the most bullish on the potential for second-screen viewing experiences. 82 percent of agency respondents believe consumer engagement with content on a second screen will increase moderate or significantly.
• Respondents still struggle with cross-screen measurement. According to the study, “All participants struggle to understand how their audience behaves in a multi-screen world…while the gross rating point (GRP) retains significant support, strong reservations are emerging, especially among media companies that only sell digital video.”
KKR and Permira to Sell Remaining Stake in ProsiebenSat.1
Too of ProsiebenSat.1 shareholders, KKR and Permira, will sell the 17 percent stake in the German broadcaster on the open market, completing a gradual exit.
ITV Seeing CTRs of Over 37 Percent with X Factor Second Screen Apps
ITV have announced the results of their pilot campaigns with interactive content to engage second screen users and drive post-advertising actions. The broadcaster launched its Ad Sync format in 2012, creating a new interactive ad format which allows viewers to interact with a brand and to explore more about the advertisers’ products or services via their second screens. Throughout the tenth series of The X Factor, 18 advertisers placed campaigns using the Ad Sync format to engage consumers, achieving an 14.3% average click through rate (average with traditional display advertising is typically between 0.01 and 0.05 percent) and 43% average engagement.
Alongside the partnership with Domino’s Pizza, ITV identified three stand-out creatives throughout the series, namely ASDA, Strepsils and Specsavers:
- The ASDA ad invited users to build their very own snowman, with an array of buttons, hats, scarves and noses to choose from. When their snowman was complete, users were asked to share their creation on social media and enter a competition for their chance to win a £500 shop at ASDA this Christmas. The creative achieved engagement rates of over 54%, with 20% clicking through to ASDA’s site. Over 36,000 snowmen were created and 14% of these creations were shared on social media.
- Strepsils used the Ad Sync format to drive viewers to a mini-game hosted on their site in which viewers could play for a chance to win prizes from The X Factor. The game-led creative achieved the highest click-through rate of the series at 37.7%.
- Specsavers used the Ad Sync format to offer customers the opportunity to delve deeper into their ad content, incorporating the back-stories of the characters that appear within the Specsavers TV spot. The creative achieved a click-through rate of 29%.