Groundbreaking research from respected marketing science academic Professor Karen Nelson-Field has uncovered new insights into how and why video advertising works for brands across different media platforms.
The first tranche of Professor Nelson-Field’s Benchmark Series, commissioned by ThinkTV, makes a number of significant findings that are designed to help advertisers and their agencies get the best out of video advertising.
Professor Nelson-Field used bespoke A.I. machine-learning technology and eye-tracking software to minimise human bias in her team’s data gathering.
The study found that advertisements viewed by consumers on Facebook, YouTube and TV all generated a positive sales impact for brands.
Of those platforms, TV advertising generated the greatest sales impact and attention, scoring significantly higher than Facebook and YouTube on both measures, with Facebook ahead of YouTube.