Videology Research Suggests the Optimal Television/Online Video Media Mix to Drive Consumer Action
Action conversion increased 40% for consumers exposed to both television and online video
NEW YORK, NY(01 Mar 2013)
Videology—a digital advertising platform and solutions provider— recently conducted research designed to determine optimal media mix modeling for television/online video campaigns to drive specific consumer outcomes, including purchase intent and ad recall.
Driving action conversion—often used as a proxy to determine purchase intent—was a key focus of the report. Action conversion includes actions beyond a simple click through, such as searching for a retail location, building a product profile, downloading a coupon, or other actions that suggest intent to purchase a brand's product or service.
Videology found that action conversion rates increased 40% in consumers exposed to both the television and online video advertisements compared to the control group (those not exposed to the digital advertisement).
Moreover, Videology found that an optimal frequency mix of 7-9X on television and 7-9X on digital video drove the highest overall conversion rate of all combinations. Those exposed in the 7-9X frequency range for both television and digital video saw a 230% lift in action conversion compared to the control group. Other findings:
- TV frequency alone does not specifically correlate to action conversion.
- Those who were exposed to an ad online first are more likely to take action.
- Increased digital frequency drives increased action conversion.
In addition, Videology's research showed that while Ad Recall topped at 54% for TV only campaigns and 59% for video only campaigns, there was 64% Ad Recall for TV & online video campaigns.
"The power to plan media seamlessly across television and online video is extremely important to the development of our industry," said Scott Ferber, Chairman and CEO, Videology. "The more data that we can aggregate to show the complementary relationship between these two media, the better able we are to produce and verify outcomes for advertisers—and that's really what video's growth hinges upon."
This research was conducted with the help of Videology's TV Amplifier product, which is designed to link television viewing behavior to online viewing habits, using Nielsen's cross-platform measurement data. Download the full report here.
Videology (videologygroup.com) is an enterprise media technology for agencies and publishers. Videology provides end-to-end, holistic, cross-device and cross-format solutions to improve ROI for advertisers, agencies and publishers.
Videology, Inc., is a privately-held, venture-backed company, whose investors include NEA, Valhalla Partners and Comcast Ventures. Videology is headquartered in Baltimore, MD, with key offices in New York, Austin, Toronto, London, Paris, Madrid, Singapore, Sydney and sales teams across North America.