New Study from Magna and Roku Finds New Video Ad Formats in Streaming TV Are 2x More Favorable than Traditional TV Ads
January 19 2023 - 9:24AM
Business Wire
Study finds brands that use innovative
streaming TV ads drive 78 percent greater search intent compared to
traditional TV ads
MAGNA Media Trials, MAGNA’s industry-leading proprietary
research offering, and Roku announced a new study in partnership
with the Roku Brand Studio that finds new video ad formats in
streaming TV are twice as favorable as traditional TV ads for
consumers.
Today, marketers want to stand out in the shift to streaming.
Traditional TV ads alone miss an opportunity to surprise and
delight across the entire streamers’ journey outside the
traditional ad break. The Beyond the :30 on Streaming TV
report examines how marketers can make streaming TV ad experiences
more engaging and impactful.
Three new “Beyond the :30” video ad formats were tested:
- Thematic Tagged Vignette: A 30-second animated ad where
a brand celebrates streaming.
- Roku Original Vignette: A 30-second ad where a brand
references the Roku Original show being streamed.
- Watch Alongs: Ad breaks where a brand sponsors
discussion about the show or movie being streamed.
All three “Beyond the :30” ads posted stronger results than
traditional TV ads for top-of-mind brand recall (+57% “Beyond the
:30” vs. +43% traditional), brand favorability (+8% vs. +3%), and
intent to search (+16% vs.+ 9%). These results illustrate the
strong promise of “Beyond the :30” ads, including enhancing brand
awareness and promoting purchases.
“In the current advertising environment, it is important to
recognize that viewers can easily skip over advertising, but our
study found they are less likely to do so if the ads are as
entertaining as the programming and present a more enjoyable
experience,” said Kara Manatt, EVP and managing director,
intelligence solutions, MAGNA. “One of the most memorable formats
for viewers is Watch Alongs, likely because the advertiser is
offering the viewer added value to the show they are watching.”
Key findings from Beyond the :30 on Streaming TV
include:
- Thematic Tagged Vignettes catch attention: 65% of
respondents agreed that the spots “taught me something new,”
besting traditional spots by some 20 points.
- Roku Original Vignettes triple return on purchase
intent: +10% purchase intent for Roku Originals Vignettes vs
+3% for traditional TV ads.
- Watch Alongs improve recall: 66% top-of-mind ad recall
for Watch Alongs vs. 39% for traditional ads.
“Better TV storytelling for brands starts with Roku,” said Asaf
Davidov, director, head of ad measurement and research at Roku.
“The takeaway for marketers is clear — the key to winning the
entire streamers’ journey is surprising and delighting beyond the
traditional TV spot.”
The research involved multiple brands representing different
verticals, including T-Mobile and Subaru. An at-home panel of 1,316
viewers was divided into randomized exposed and control groups, who
watched content of their choice interspersed with
streaming-specific advertising and traditional advertising.
Following the content-viewing experience, viewers were surveyed to
assess the impact on brand key performance indicators, or KPIs, and
to learn more through consumers’ points of view.
The full study may be found here.
About MAGNA
MAGNA is the leading global media investment and intelligence
company. Our trusted insights, proprietary trials offerings,
industry-leading negotiation and unparalleled consultative
solutions deliver an actionable marketplace advantage for our
clients and subscribers.
We are a team of experts driven by results, integrity and
inquisitiveness. We operate across five key competencies,
supporting clients and cross-functional teams through partnership,
education, accountability, connectivity and enablement. For more
information, please visit our website: https://magnaglobal.com/ and
follow us on LinkedIn and Twitter.
About Roku, Inc.
Roku pioneered streaming to the TV. We connect users to the
streaming content they love, enable content publishers to build and
monetize large audiences, and provide advertisers with unique
capabilities to engage consumers. Roku streaming players and
TV-related audio devices are available in the U.S. and in select
countries through direct retail sales and licensing arrangements
with service operators. Roku TV™ models are available in the U.S.
and in select countries through licensing arrangements with TV OEM
brands. Roku Smart Home products, including cameras, video
doorbells, lighting, plugs, and more are available in the U.S. Roku
is headquartered in San Jose, Calif. U.S.A.
This press release contains “forward-looking” statements that
are based on our beliefs and assumptions and on information
currently available to us on the date of this press release.
Forward-looking statements may involve known and unknown risks,
uncertainties and other factors that may cause our actual results,
performance, or achievements to be materially different from those
expressed or implied by the forward-looking statements. These
statements include but are not limited to those related to trends
related to TV streaming, marketing and advertising related to TV
streaming; the benefits, features, and capabilities of the
advertising in streaming TV; and the benefits, growth and reach of
the Roku platform. Except as required by law, we assume no
obligation to update these forward-looking statements publicly, or
to update the reasons actual results could differ materially from
those anticipated in the forward-looking statements, even if new
information becomes available in the future. Important factors that
could cause our actual results to differ materially are detailed
from time to time in the reports Roku, Inc. files with the
Securities and Exchange Commission, including our Annual Report on
Form 10-K for the year ended December 31, 2021 and our Quarterly
Report on Form 10-Q for the quarter ended September 30, 2022.
Copies of reports filed with the SEC are posted on Roku’s website
and are available from Roku without charge.
Roku is a registered trademark of Roku, Inc. in the U.S. and in
other countries. Trade names, trademarks and service marks of other
companies appearing in this press release are the property of their
respective holders.
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version on businesswire.com: https://www.businesswire.com/news/home/20230119005181/en/
Sarah Saul ssaul@roku.com
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