Research done by GroupM’s Finecast addressable advertising product and System1 Group found that addressable ads on TV created more positive reactions and generated greater short-term and long-term business impact than traditional commercials.
The addressable ads that feature music, people touching or a sense of place of humor produce more intense emotional reactions and long-lasting effects.
“Our research outlines that addressable TV advertising has a direct impact on how consumers ‘feel’ and outlines important factors for maximizing attention for greater business effects,” Kristian Claxton, managing partner, global innovation at Finecast, said. “This enables us to provide smarter and more robust solutions to our clients by helping them optimize the creative message of their ads while improving efficiency.”
The study was done by applying System 1’s Test Your Ad platform — which measures second-by-second emotional reactions to creative — to ads from 46 of GroupM’s clients across the U.S., U.K, Canada and Australia. The platform uses “Star” ratings to measure positive emotional response and long-term impact; a “Spike” rating to gauge how intensely viewers reacted to an ad and connected it to the brand; and a “Fluency” rating to show how viewers recognized the advertised brand.
Ads shown to addressable-TV audiences average 3.0 Stars, putting them in the top 33% of all ads. Traditional TV ads average 2.4 Stars.
Addressable audiences showed greater emotional responses, expressing 7% more happiness and 6% fewer neutral reactions.
Viewers seeing the addressable ads recognized brands more quickly and responded more strongly, with a Spike rating 6% higher than broad audiences.
“Brands that invest in ads for broad-beam attention are more likely to achieve longer-lasting business results among addressable TV audiences,” System1chief customer officer Jon Evans said. “Overall, the greater short- and long-term impact of addressable TV ads makes it a trusted and powerful medium for upper, middle and lower funnel marketing.”
The study was based on reactions from 13,000 TV viewers in four countries and conducted during March.
