About the Benchmark Series
01 November 2021
While some advertising platforms may seem more cost-effective, are they actually delivering on the metrics that matter?
Leading academic Dr Karen Nelson-Field, a Professor of Media Innovation at The University of Adelaide, conducted The Benchmark Series, an independent, large-scale in-home study the explored how Australians really engage with advertising across different platforms and devices.
Utilising bespoke technology that employs artificial intelligence (AI) and machine learning, more than 5,000 Australians were observed viewing in excess of 25,000 advertisements for 60,000 different brands. Using eye tracking software on people’s own devices – be that a TV, PC or mobile phone – the study was able to determine which ads people were looking at. After they saw the ads, survey participants were funnelled through a discrete choice modelling exercise that replicated the experience of being in a store. The research used the well-established metric of short-term advertising strength or STAS.
TV outperforms social video for sales results in both the short and long-term.
The long term and comprehensive study comprised of several different tranches, focusing on specific areas of performance and advertising effectiveness.
In summary, the research consistently demonstrated that TV’s superior screen coverage and viewability drives greater attention and higher sales impact than social video, irrespective of device. TV outperforms social video for sales results in both the short and long-term, and, the combination of TV and BVOD is more effective for advertisers.
Check out each of the chapters of the Benchmark Series to find out more.