#adformat

New Video Ad Formats in Streaming TV Are 2x More Favorable than Traditional TV Ads Study from Magna and Roku. Study finds brands that use innovative streaming TV ads drive 78 percent greater search intent compared to traditional TV ads. January 19, 2023, NEW YORK - 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:

Verizon Media has increased the capabilities of its Moments native advertising format to give marketers more options than before, opening up the format to new gaming, shopping, 360-degree and carousel products.

The group, formerly known as Oath, is looking to position itself to better benefit from an upswing in native ads in the US with it comprising almost 60% of digital display spend in 2018 according to research from eMarketer.

On top of partnering with Microsoft earlier this year to add its native formats to the likes of MSN, Outlook and Xbox properties, the company has also expanded its capabilities to better tailor to the demands of marketers.

Firstly, it has introduced touchpoints that allow brands to build shoppable experiences in ads, courtesy of digital pins. Next, game advertisers can now demo their titles in the ad blocks without any need to pre-install. Carousel ads can showcase multiple products – dynamic product ads can resurface abandoned carts in the carousel. A new panorama feature is capable of housing 360 experiences on mobile. And finally, marketers can add countdowns to their ads, effective calls to action during sales and events.

Stuart Flint, vice president EMEA at Verizon Media: "Our Moments formats allow us to give customers exciting canvases to connect with mobile users, allowing full-screen interaction placed in premium content to reach optimum brand and performance goals. Feedback from our clients has been positive and useful, allowing us to improve our offering with new and exciting features that provide a more immersive experience for consumers."

It claims to have run 800 campaigns through Moments before the latest update, and is on the hunt for more brands to adopt the format in its many adaptable forms.

Ad innovation offers value and access to brands as they reach audiences on different platforms or in new environments, says Vishal Parekh, director – sales, Verizon Media

Programmatic will follow the audience in 2019

Over the last few years, any forecast for digital advertising has centred on the growing dominance of programmatic advertising. Zenith recently estimated that 65% of all money spent on advertising in digital media in 2019 will be traded programmatically, adding that it’s only a matter of time before programmatic trading becomes the default method of trading for all media. If you look at the state of programmatic in India, India is the fastest growing country in terms of programmatic ad spending.

Economic efficiency is combined with effectiveness - reaching the right audience with precise targeting -- measurement and transparency. Adobe’s Digital Insightsreveal over 3/4th of consumers online preferring targeted advertising. Programmatic is going to evolve fast. But before we look at the road ahead for programmatic, here’s where it stood at the end of 2018.

Transparency, trust and brand safety were top themes in 2018

READ MORE

Ashley Furniture Industries, Inc. (Ashley) knows the value of a strong brand and trusted consumer experience. The company designs, builds, sells and delivers trend-right products for homes around the world. Recently, Ashley's e-retail company, Ashley Global Retail and media agency Merkle, partnered with Verizon Media on an augmented reality (AR) advertising campaign; bringing the in-store experience of shopping to mobile devices.

The new AR ad tool allows consumers to place 3D versions of Ashley products into their own home, showcasing a variety of home furnishings and accessories. The AR ad experience invites consumers, whether first-time decorators or decor enthusiasts, to place selected items, in 3D, within Yahoo Mail. Think of it as a virtual home makeover.

"One of the key challenges when shopping for furniture both online and in-store is visualizing the size/scale of each piece within the home. We see great potential for AR ads to both delight consumers and improve the overall shopping experience by virtually bringing our products into their homes prior to purchase," said Nick Lezin, VP of Marketing, Ashley Global Retail.

Mobile has transformed shopping as we know it. Earlier this year eMarketer found adults were spending an average of 3 hours, 35 minutes per day on mobile devices in 2018, also noting that by next year mobile may surpass TV as the channel attracting the most minutes. Meaning, brand marketers need to be on mobile. But it's not about reaching a target audience on mobile; it's about giving mobile consumers the utility they've come to expect, like augmented experiences that help them visualize products in their own home. A recent study found over one third (37%) of consumers are willing to pay more for a product or service, provided they can get a superior shopping experience on mobile.

Today, 75 percent of consumers expect retailers to offer an AR experience of some kind.New immersive ad formats like AR give consumers the opportunity to truly experience a brand or product.

Since the launch of Verizon Media's 3D and AR ad products, brands ranging from automotive to retail have jumped onboard, to deliver high-quality interactive 3D experiences to their audiences.

Want more information? Take a look at our Marketer's AR Toolkit.

Fall TV is here, and with it increasing competition among networks to connect with viewers. Top networks and studios like National Geographic are partnering with Oath to pilot innovative ad experiences that delight and engage consumers, including programmatic virtual reality (VR). Available through Oath Ad Platforms via a partnership with VR/AR SSPAdmix and BidSwitch programmatic infrastructure, programmatic VR enables advertisers to seamlessly extend existing display and video assets to fully immersive and consumer-first VR environments.

MORE