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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
29th Apr

Mi3 Podcast: 25x more effective video ad exposure per hour with premium video than social platforms

There’s a fundamental flaw in how advertisers approach the concept of “platform audience reach”, and the argument goes like this: advertisers care about audiences, but despite large user numbers – the audiences aren’t always paying attention.

Mi3 Podcast: 25x more effective video ad exposure per hour with premium video than social platforms

There’s a fundamental flaw in how advertisers approach the concept of “platform audience reach”, and the argument goes like this: advertisers care about audiences, but despite large user numbers – the audiences aren’t always paying attention.

News
29th Mar

It’s time to re-think the digital planning process

In the past 10 years, our relationship with digital has changed dramatically – as consumers and as media buyers. Yet the way digital media is planned hasn’t fully caught up. Venessa Hunt outlines the shift required.

It’s time to re-think the digital planning process

In the past 10 years, our relationship with digital has changed dramatically – as consumers and as media buyers. Yet the way digital media is planned hasn’t fully caught up. Venessa Hunt outlines the shift required.

Media Release
14th Mar

Premium video generates up to 25x more advertising attention than social video

New research finds five hours of social video consumption is required to generate just one minute of video advertising attention versus 12 minutes of premium video.

Premium video generates up to 25x more advertising attention than social video

New research finds five hours of social video consumption is required to generate just one minute of video advertising attention versus 12 minutes of premium video.

News
15th Feb

ThinkPremiumDigital shareholders on digital ad spend outlook

Foxtel’s Chris Oxley, Seven’s Gereurd Roberts, News Corp’s Michael Krawczyk, CBSViacom’s Rod Prosser and Nine’s Ben Campbell speak on digital ad spend trends, BVOD growth, and digital ad strategies.

ThinkPremiumDigital shareholders on digital ad spend outlook

Foxtel’s Chris Oxley, Seven’s Gereurd Roberts, News Corp’s Michael Krawczyk, CBSViacom’s Rod Prosser and Nine’s Ben Campbell speak on digital ad spend trends, BVOD growth, and digital ad strategies.

News
8th Feb

2022 is the last chance to get your digital act together: How to prepare for ESG metrics, attention… and the end of targeting as we know it

This year will ignite some of the biggest shifts the digital ad industry has ever seen. ThinkPremiumDigital’s Venessa Hunt unpacks the three biggest challenges marketers need to get across, fast – and how to best prepare for what’s about to land.

2022 is the last chance to get your digital act together: How to prepare for ESG metrics, attention… and the end of targeting as we know it

This year will ignite some of the biggest shifts the digital ad industry has ever seen. ThinkPremiumDigital’s Venessa Hunt unpacks the three biggest challenges marketers need to get across, fast – and how to best prepare for what’s about to land.

News
13th Dec

What does the future of ethical targeting look like?

We’re entering a new era of data-driven marketing and the winners will be the ones that take consumers into account, applying sustainable and ethical practices to data usage. ThinkPremiumDigital’s Venessa Hunt explains.

What does the future of ethical targeting look like?

We’re entering a new era of data-driven marketing and the winners will be the ones that take consumers into account, applying sustainable and ethical practices to data usage. ThinkPremiumDigital’s Venessa Hunt explains.

News
7th Dec

Brands are hypocritical if they don’t hold all media platforms to the same standard

Consumers expect more from the brands they purchase from, and brands are becoming vocal on the need for their supply chains to echo these expectations. However, when it comes to media investment, not all media platforms are held to the same standards.

Brands are hypocritical if they don’t hold all media platforms to the same standard

Consumers expect more from the brands they purchase from, and brands are becoming vocal on the need for their supply chains to echo these expectations. However, when it comes to media investment, not all media platforms are held to the same standards.

News
6th Dec

What 2021 taught us about premium digital advertising

From superior recall and brand uplift to boosted attention on ads, this year we’ve learned a whole lot about the power of premium. Venessa Hunt, general manager of ThinkPremiumDigital, explains.

What 2021 taught us about premium digital advertising

From superior recall and brand uplift to boosted attention on ads, this year we’ve learned a whole lot about the power of premium. Venessa Hunt, general manager of ThinkPremiumDigital, explains.

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.