Kantar estimates higher and better impact for video ads on the open web versus social media
The increasing diversion of advertising investment towards video has more and more alternatives, but the planning in open web pieces improves the results compared to those associated with content from social networks or video platforms. This is indicated by the Kantar Multichannel Brand Impact study commissioned by Taboola, which concludes that the universal access option is more advantageous in terms of favourable impact and brand awareness.
In the first of these aspects, 59% of those who were exposed in a controlled way to a video ad on the open web showed a favourable perspective for the brand they had seen. That’s an improvement on the 50% and 51% who said the same about campaigns seen on social media and video platforms. And in the second, the study found that introducing creative on universally accessible web pieces into the overall media plan improves brand awareness by 26%.
The study was commissioned by Taboola and supports its ambitions to bid for more planning from TV.
These findings argue in favour of Taboola, which is working on video campaigns through its high-impact placements (HIPs) and wants to capture a share of the investment that is shifting from online TV to digital video. Specifically, CEO Adam Singolda recalls that industry estimates suggest that nearly $50 billion will be spent on video advertising in the US alone this year.
The study was conducted by exposing different groups of adults to the same spot served by a native advertising platform, a social network and a streaming service. Two of these groups saw the corresponding campaign on all platforms and the impact of the combined views was measured with two other groups: one group mixed native and social on the one hand; and the other mixed native and streaming on the other. A final set of participants acted as a benchmark without having seen the ad.
All were measured on three aspects: whether the brand was part of the first impression when thinking about companies in their category; whether it came up at any point when thinking about companies in their category; and whether the participant remembered seeing the spot. Kantar compared the differences in awareness and willingness of each group against the control group, and from this it obtained the data that favours open web planning.