ThinkTV study to reveal viewability’s impact on sales

ThinkTV will unveil the results of a new study – The Benchmark Series – at its ReThinkTV event in September, revealing ahead of the event that 100%viewable inventory provides twice the ROI than the current online video standard, regardless of time spent viewing.

The announcement:


The impact that viewability on all screens has on sales will be revealed in a unique study with leading academic, Dr. Karen Nelson-Field, at the ReThinkTV marketing forum in Sydney on September 14, 2017.

The study, known as The Benchmark Series, will examine topics such as the impact of viewability, sponsorship, premium content and viewing device to interrogate the effectiveness of video advertising across devices and across platforms. This installment of The Benchmark Series tackles the topic of viewability.

The findings on viewability will show that the TV delivers more sales impact and attention than advertising in any online environment.

The study is one of a number of reports from the newly created ThinkTV Smart Lab, an independent laboratory established to carry out cutting-edge research into the performance of TV advertising and led by Dr. Nelson-Field, Professor of Media Innovation at the University of Adelaide.

The laboratory’s two-year research program will help advertisers and media agencies get the best out of TV by providing robust evidence and greater clarity about how multiplatform TV advertising delivers business results.

“The viewability results from The Benchmark Series will fundamentally change how advertisers think about video advertising. Among other findings, we found that 100% viewable inventory provides twice the ROI than the current online video standard, regardless of time spent viewing. Non-premium digital environments that trade on less than 100% viewability have limited return on advertising spend,” Dr. Nelson-Field said.

ThinkTV Chief Executive Kim Portrate said: “We are committed to proving the efficacy and return on investment of TV advertising and The Benchmark Series will complement our $1 million Payback Australia study to debunk the myth that TV advertising is less effective than other channels.

“The viewability findings remove any doubt that advertisers should demand video platforms that provide 100% viewability because the more viewable the ad, the higher the sales impact, irrespective of time spent viewing. This information is absolutely critical for marketers looking to improve campaign effectiveness.”

Professor Nelson-Field will present the full findings of the viewability component of The Benchmark Series at ReThinkTV, along with Richard Basil-Jones from Ebiquity, who will present the Full Industry Report of the Payback Australia study, showing the average return that Australian advertisers are getting from their media investments.

You can register for ReThinkTV 2017 for free at https://thinktv.com.au

RethinkTV 2017, Thursday, September 14th at Luna Park, Sydney, 8.00am to 10.30am.

Source: ThinkTV media release


Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella newsletter now.



Sign up to our free daily update to get the latest in media and marketing.