CTV campaigns that combine native and mobile video components achieve over 60% brand recall.
A new study titled The Connect Effect, demonstrates that integrating CTV video, native and mobile video ads within a single campaign boosts key brand metrics and performance.
The study conducted by LG Ad Solutions, in collaboration with MediaScience revealed that brands that incorporate a full TV experience saw significant performance improvements. Brand awareness increased by 4.7 times, ad recall surged by 8.7 times, and brand consideration grew by 11.2 times, all while reducing cost per visit by 23%
Smart TV adoption in the UK has surged to 74% since 2014, transforming how viewers, advertisers and content publishers interact beyond traditional TV. To fully capitalise on CTV environments, brands must look beyond the 30-second spot and focus on the complete TV viewing experience. Smart TV home screens have emerged as a deciding factor in the path to content. People access more than seven different content sources on their Smart TVs on an average. With almost 42% of viewing starting without a specific plan in mind, the Smart TV home screen has become a crucial gateway for engaging consumers.
MediaScience’s eye-tracking phase of the study revealed that LG Smart TV users visit the home screen three times per day staying on for 33 seconds on average. Eighty five per cent of viewers looked at native ads for an average of 7 seconds or 14% of their total screen time. However, viewing time jumped by over 132% if the native ad had a video component and rose by another 46% if there was a QR code.
Despite Linear TV still retaining two-thirds of ad spend, its effectiveness has diminished due to longer ad breaks and lack of frequency control. The study found that including linear TV in a campaign mix negatively impacted ad perception across almost all tested attributes. Ninety-three per cent of viewers use other devices while watching TV, with 71% holding their phones throughout their viewing.
CTV campaigns that combine native and mobile video components achieved a 60% lift in brand recall while also being perceived as less intrusive. Brands that already use CTV video strategies can increase brand recognition by more than 10% and ad recall by over 13% by incorporating CTV, native and mobile video formats.
