How it can help grow brands
Premium digital video is a powerful brand driver and contributes more than other channels both as a standalone, and in combination with TV.
Results of a new meta-analysis across 179 campaigns from the last 5 years, assessed using Kantar’s Cross Media methodology, has been published and shows that it’s time to rethink the role premium digital video plays in the media mix.
Brand Impact was measured by Kantar in total but also mapped against four key contributing brand metrics:
- Brand Awareness – whether a brand is top of mind, generating buzz or familiarity
- Brand Association – the consumer’s perception of the brand, e.g. quality, convenience
- Brand Motivation – change to brand equity, e.g. affinity or advocacy;
- Brand Consideration – the consumer’s intention to buy.
The analysis also investigates how media channels work together and how certain media are crucial for other media to be effective. Impact is made up of two distinct media channel effects:
- Solus effects– the impact a channel is delivering on its own – without needing support from other media.
- Synergy or interaction effects– the media multiplier effect. What two or more channels are doing in combination together to build impact.
The research revealed:
- Digital Video is second only to TV in delivering total Brand Impact.
- Digital Video drives Brand Consideration (intention to buy) better than any other channel.
- Digital video achieves a strong brand impact on its own without the need to be combined with other channels making it the ideal primary channel within any communications mix.
- Not all Digital Video builds brands equally. BVOD delivers more brand impact than any other digital video platform.
Read the full report here..
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