Premium digital environments matter, but how does premium digital video compare? Get the latest Benchmark Series report DOWNLOAD NOW
WATCH NOW: ‘The Science Behind Benchmark’ unpicks why not all digital video is equal CLICK TO VIEW

News

New research finds ads on BVOD are liked more and better remembered than ads on YouTube

Ads that appear in Broadcaster Video on Demand (BVOD) are more effective and outperform video advertising across YouTube, regardless of whether the ads align with short or longer-form content on the user-generated video platform.

The findings come from the second phase of The Benchmark Series, the largest cross-media advertising effectiveness study ever conducted in Australia.

Conducted by independent audience research lab MediaScience, and overseen by Dr Duane Varan, the study included more than 5,350 participants and ran across 252 websites.

Initial findings of the study, released earlier this year, showed short-form video in premium environments offers 1.8 times better recall and 2.8 times the brand lift than short-form video on run-of-the-internet sites. Furthermore, short-form video in premium environments delivers 1.8 times higher recall than Facebook video. 

The second release of data focuses specifically on premium long-form video, i.e. BVOD, and how it compares to YouTube, Facebook and run-of-the-internet sites, measuring against the metrics of likeability, brand recall and lift.

The top-line findings show BVOD is a superior advertising choice, a finding which correlates with BVOD being Australia’s fastest-growing advertising channel with the medium establishing a new baseline for viewership with more than 81 million hours a month being consumed. This growth is also reflected in revenue for the channel. The six months Jan to June 2021, BVOD saw a revenue increase of 74.8% per cent.

ThinkPremiumDigital General Manager Venessa Hunt said: “From my experience, most clients want two things: they want their ad dollars to work as hard as possible and for consumers to like and want to buy their products. This research shows that ads in BVOD environments deliver superior results in both areas.”

Key findings of the research include:

Ads in BVOD environments are better remembered than ads aligned to YouTube videos of any length

Compared with any length of content on YouTube, advertising in BVOD is 1.3 times better remembered.

BVOD performs even better when compared to short-form YouTube content 

Ads in BVOD are 49 per cent better remembered than ads aligned to YouTube videos that are shorter than nine minutes.

BVOD advertising delivers stronger recall than Facebook video ads

Ads in BVOD are 4.7 times better remembered than video ads on Facebook.

Ads in BVOD are more liked than Facebook, YouTube and run-of-the-internet

The same ad played on BVOD versus YouTube, Facebook and run-of-the-internet sites is better liked with ads in BVOD generating a 15% improvement in likeability over YouTube short- form.

This research proves once again that context matters. Advertising in premium long-form video environments benefits from the content the ads sit alongside with premium content boosting their impact. While the strength of BVOD may already be assumed in-market, these findings provide empirical evidence of the case.
Dr Duane Varan
CEO, MediaScience

Hunt added: “With the digital video universe expanding at an ever-increasing rate, marketers are challenged to distribute video ads across a multitude of platforms. Often the assumption is that reach is all you need; that the ads will work equally well on any digital platform. This research shows that when it comes to ad performance, not all digital video environments are equal.”

News
23rd Nov

Advertisers overlooking advantages of transference in digital advertising

The advertising industry’s lack of understanding about transference means many brands are missing out on its benefits in digital environments, says MediaScience CEO Dr Duane Varan.

Advertisers overlooking advantages of transference in digital advertising

The advertising industry’s lack of understanding about transference means many brands are missing out on its benefits in digital environments, says MediaScience CEO Dr Duane Varan.

News
4th Nov

Contextual targeting ‘back in vogue’ amid privacy changes and looming cookie decline

The privacy era in digital marketing is giving contextual targeting new life as more advertisers look to combine context with audience targeting to boost campaign results.

Contextual targeting ‘back in vogue’ amid privacy changes and looming cookie decline

The privacy era in digital marketing is giving contextual targeting new life as more advertisers look to combine context with audience targeting to boost campaign results.

News
19th Oct

Digital publishers beef up first-party data to fill cookie gap

Digital publishers’ investment in building first-party data has given agencies confidence in navigating a post-cookie world as the end of third-party cookies looms closer.

Digital publishers beef up first-party data to fill cookie gap

Digital publishers’ investment in building first-party data has given agencies confidence in navigating a post-cookie world as the end of third-party cookies looms closer.

News
5th Oct

Pub grub, extreme sport, and electric cars – Aussie platforms offer a unique look into local trends

The sustained rise in digital content consumption means Australia’s major digital publishers can offer stronger insights into trends happening across the country and help advertisers connect with the right audiences.

Pub grub, extreme sport, and electric cars – Aussie platforms offer a unique look into local trends

The sustained rise in digital content consumption means Australia’s major digital publishers can offer stronger insights into trends happening across the country and help advertisers connect with the right audiences.

Media Release
27th Sep

New ‘Australians Can Beat Anything’ ad campaign launches, invokes Australian’s fighting spirit to boost vaccinations and beat Covid

Powerful new campaign heroes Australia’s ingenuity, inventiveness & resilience to overcoming challenges in a bid to boost vaccination rates.

New ‘Australians Can Beat Anything’ ad campaign launches, invokes Australian’s fighting spirit to boost vaccinations and beat Covid

Powerful new campaign heroes Australia’s ingenuity, inventiveness & resilience to overcoming challenges in a bid to boost vaccination rates.

News
31st Aug

The five questions agencies and clients should be asking about digital (but probably aren’t)

ThinkPremiumDigital’s Venessa Hunt believes most clients want two things: their ad dollars to work as hard as possible and for consumers to like, and therefore want to buy, their products.

The five questions agencies and clients should be asking about digital (but probably aren’t)

ThinkPremiumDigital’s Venessa Hunt believes most clients want two things: their ad dollars to work as hard as possible and for consumers to like, and therefore want to buy, their products.

News
26th Aug

Platforms skirmish on video advertising recall and impact: BVOD versus Facebook versus YouTube versus web numbers in

The latest round of research comparing ad memorability and impact between Facebook, YouTube, Broadcaster Video on Demand (BVOD) and run-of-internet video ads has seen Facebook and the web trounced by a tussle between broadcasters and Google.

Platforms skirmish on video advertising recall and impact: BVOD versus Facebook versus YouTube versus web numbers in

The latest round of research comparing ad memorability and impact between Facebook, YouTube, Broadcaster Video on Demand (BVOD) and run-of-internet video ads has seen Facebook and the web trounced by a tussle between broadcasters and Google.

News
23rd Aug

How ads soak in BVOD’s premium environment

Ads placed on Broadcaster Video on Demand (BVOD) platforms are better liked and remembered compared to when they are placed on YouTube and Facebook, according to new research.

How ads soak in BVOD’s premium environment

Ads placed on Broadcaster Video on Demand (BVOD) platforms are better liked and remembered compared to when they are placed on YouTube and Facebook, according to new research.

News
21st Jul

How do you define ‘premium’ in today’s digital landscape?

Research shows premium environments make for more effective campaigns. But in the current digital landscape, how do you define ‘premium’ and why does it make a difference?

How do you define ‘premium’ in today’s digital landscape?

Research shows premium environments make for more effective campaigns. But in the current digital landscape, how do you define ‘premium’ and why does it make a difference?