New Comcast Advertising Research Reveals Long-Form TV and Streaming Advertising Are Twice as Memorable as Short-Form Mobile Digital Advertising
12 Outubro 2022 - 11:00AM
Business Wire
Research, in partnership with MediaScience,
also reveals that the lean-back TV environment cultivates 1.3x
greater purchase intent compared to short-form, small-screen
digital mobile
Comcast Advertising today released a new report titled “TV Makes
Memories.” The report highlights how ads in the television
environment have a unique ability to drive memories – suggesting
this is due to three factors of engagement that are important for
branding outcomes: attention, connection and repetition. “TV Makes
Memories” reveals that these outcomes, and consequently the
strongest memories, are most effectively achieved through premium,
long-form TV advertising – both traditional and streaming – on the
big screen.
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New Comcast Advertising Research Reveals
Long-Form TV and Streaming Advertising Are Twice as Memorable as
Short-Form Mobile Digital Advertising (Graphic: Business Wire)
Comcast Advertising conducted the study in partnership with
MediaScience, a leading provider of lab-based audience research.
The results revealed that unaided recall was 2.2x higher and
purchase intent was 1.3x higher for the same ads viewed in the big
screen “TV” environment compared to the “mobile digital”
environment. Furthermore, when a TV ad preceded these types of
digital ads, both purchase intent and unaided recall were better
than two digital mobile ads alone.
“Many of us know instinctually that TV ads are memorable. The
jingle that gets stuck in your head, the commercials that make you
laugh – all of this is the result of TV’s ability to imprint on
your memory in a unique way,” said James Rooke, President, Comcast
Advertising. “This research validates TV’s memorability, proving
ads viewed in the long-form, lean-back TV environment have greater
unaided recall and purchase intent versus the same ads shown in a
short-form, small-screen digital mobile feed. Engagement is a
metric that increasingly matters to our clients, and with this
research, we’re showing how powerful TV and streaming are when it
comes to building that engagement.”
In the study with MediaScience, Comcast Advertising sought to
better quantify the engagement of TV and streaming advertising on
the “big screen,” by exploring how different types of ad exposure
impact memory. Viewers were shown 30-second ads in “mobile digital”
environments, “TV” environments, and a combination of the two.
Participants were then exposed to an even mix of well-known and
unknown brands, and their response was measured by biometrics –
including eye tracking, cardiac deceleration and neurometric
intensity – as well as post-exposure survey questions.
The consumer study investigated how the impact of watching a
traditional or streaming TV ad in a “TV environment” may differ
from a viewer seeing the same ad in a “mobile digital” environment
on a as measured by awareness, recall and purchase intent. Comcast
Advertising extended this comparison to look at the three factors
of memory gleaned from existing academic research of memory
influencers: attention, connection and repetition – to explore the
differences in the ability of a TV environment versus a mobile
environment to influence memory and ultimately, advertising
effectiveness.
In addition to the findings around purchase intent and recall,
the study found that:
- Ads viewed in the TV environment garnered more visual attention
as participants watched 71% of the ad, compared to just 30% of the
digital mobile ads – likely a result of the full-screen viewing
experience and mitigated distractions inherent with the digital
experience.
- Participants rated the creative message better when an ad seen
in the TV environment preceded an ad in the digital mobile
environment.
- On first exposure, there was 3.4 times better recall for TV ads
vs. digital mobile ads, compared to 2.3 times better recall for
well known brands – suggesting that viewing ads in the TV
environment gave brands the best opportunity to make a first
impression and better impact a consumer’s formation of brand
memories.
As revealed through this research, in the high-quality,
long-form, full-screen TV environment, where visual attention is
high, brands are more likely to be remembered – which influences
consumers as they move towards purchase and improves cross-screen
advertising that may follow. When it comes to branding, advertisers
should consider how their ads stimulate attention, make a
connection, and use repetition – enhancing memory, and thus,
efficiency.
“Once again we see the power of cross-platform synergy,” said
Dr. Duane Varan, CEO, MediaScience. “Here, social media and digital
video work best when they activate memory structures built through
the kind of brand equity that TV delivers. It’s a powerful
combination.”
To read the full report, “TV Makes Memories,” please click
here.
About Comcast Advertising
Comcast Advertising is the advertising division of Comcast
Cable. As a global leader in media, technology and advertising,
Comcast Advertising fosters powerful connections between brands and
their audiences as well as among publishers, distributors, MVPDs,
agencies and other industry players. Effectv, its advertising sales
division, helps local, regional and national advertisers connect
with their audiences on every screen by using advanced data to
drive targeting and measurement of their campaigns. FreeWheel, its
media and technology arm, provides the technology, data enablement
and convergent marketplaces required to ensure buyers and sellers
can transact across all screens, across all data types and all
sales channels, in order to ensure the ultimate goals – results for
marketers. Comcast Cable, along with NBCUniversal and Sky, is part
of the Comcast Corporation (NASDAQ: CMCSA). Visit
http://comcastadvertising.com/ to learn more.
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version on businesswire.com: https://www.businesswire.com/news/home/20221012005192/en/
Media Contact Meredith Fitzgerald 215-970-8504
meredith_fitzgerald@comcast.com
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