Advertisements watched on a television screen have the best results in spontaneous and endorsed knowledge compared to other types of platforms designed for watching video content.

This was found in Screenforce's Track the Success study, which tracked the factors influencing the reception of advertising on different platforms (TV, BVOD, YouTube and Facebook) in Germany, Switzerland and Austria. The results of the study were presented in Prague at the Association of Commercial Television (AKTV) conference by Daniel Reiner and Stefan Schönherr.

The Track the Success study essentially examines the question of how viewers and users perceive media content and what consequences this has on the effect of advertising. Three factors were examined: perception, reaction and effect. The data for this study was collected from a sample of 549 respondents, whose behavior was monitored in their home environment and their reactions to advertisements were recorded. The respondents were equipped with a laptop, a smartphone, a webcam and a skin sensitivity device for testing purposes. An online questionnaire completed the research. Twelve creatives from eight different brands were analyzed, with a total of 400 media behavior patterns studied. The same creatives were displayed on each platform and a time of 20 minutes was allocated for testing.

For the purpose of the study, respondents watching on-demand TV content (BVOD) were evenly split into two groups - half watching this content on a TV screen and the other on a smartphone. This, according to the researchers, may have slightly favored YouTube, which tends to be watched more on mobile phones than on smart TVs. Moreover, in the case of YouTube, only non-skippable ads were tested for a fairer comparison with other platforms.

Basic results

  • The data specifically shows that spontaneous ad recall scored 52 % in TV viewing, followed by watching TV content on demand (BVOD) at 44 %. Social networks YouTube (34 %) and Facebook (30 %) scored lower on this parameter. The results were the same in Germany, Austria and Switzerland. TV ads also recorded the highest endorsed knowledge (60 %).
  • Purchase intention triggered by viewing an ad is generally more difficult to influence as it depends on multiple factors. The differences here are therefore smaller, but according to the results, TV and BVOD also scored the highest (26 % each), followed by YouTube (23 %) and Facebook (20 %).
  • On TV, BVOD and YouTube (unskippable ads), viewers play ads with sound on, whereas in the case of Facebook, only a third of viewers (34 %) do so. The first two are also watched in full screen, while only 59 % of YT ads and 16 % of Facebook ads are watched in full screen. A viewability factor of ads is related to this - 100 % ads are viewable on TV and 99 % on BVOD. This is 96 % for YouTube and 52 % for Facebook.
  • The research also looked at the extent to which people pay attention to the screen - viewers were paying the most attention (94 %) to TV, followed by BVOD (89 %), YouTube (85 %) and Facebook (43 %).
  • The measured responses showed that TV stimulates positive emotions for the longest time (5.1 seconds), followed by BVOD (4.9 seconds), YouTube (4.4 seconds) and Facebook (1.2 seconds). In contrast, YouTube (5.69 seconds) and BVOD (4.55 seconds) ads achieved the highest excitement.
  • When comparing content on BVOD and YouTube in terms of the device used (TV, smartphone), BVOD showed lower efficiency losses - both on TV and smartphone.
  • In the case of TV and BVOD, the emotion from content is transferred to advertising (TV: content 33 %, advertising 31 %, BVOD: content 38 %, advertising 35 %). For YouTube, the difference is slightly larger, at minus 5 percentage points (content: 35 %, advertising 30 %). In the case of Facebook, the loss is 21 percentage points (content: 33 %, advertising: 12 %).