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Finecast research highlights how relevance is key to better creative advertising

Jun 10, 2021

10th June 2021, London Finecast, a leading addressable TV provider today released further findings of its ‘Thinking Inside the Box’ research for advertisers looking for opportunities to maximise their investment in TV.

  • Demonstrates various ways that addressable advertising can be implemented best within a wider marketing strategy.
  • Delves into three very different campaigns, What Car? Sweaty Betty, and eBay to understand how ads impact brand perception.
  • Explores the relationship between addressable TV ads on viewer engagement and the likelihood of a call to action. 

Respondents who deemed an ad to be relevant are 18x more likely to think the brand is worth paying for more, and 20x more likely to find the creative appealing compared with those who didn’t find it relevant.

When it comes to relevancy and brand-building, the research unlocked five core findings:

  • To drive brand positivity link to a viewer’s interests: Female active-wear brand Sweaty Betty launched an addressable TV campaign showcasing their Power Leggings across Broadcast Video on Demand (BVOD) as well as an alternative channel, online video.

After viewing the ad, one in two women surveyed felt more positive about the brand. This number rose reaching just under two thirds amongst those who consider themselves to have a high level of interest in fitness, demonstrating how catering for a personal interest can affect attitudes towards a brand.

  • Addressable compliments the wider advertising mix: Results measured from Sweaty Betty’s campaign highlighted the impact of ‘doubling up’. Respondents most likely to have viewed both the addressable TV ad and online video showed the highest awareness of the brand, making it more likely to result in a call to action. Also, those potentially exposed to the creative across both TV and online video have higher future consideration, suggesting a positive impact in driving organic growth through pairing these channels.
  • TV still reigns in brand building: Viewers most likely to have only seen the TV ad were 16% more likely to think Sweaty Betty is a brand that champions women – compared with those likely to have only seen online ads. This data reinforces previous Inside the Box research which found that 59% of those open to advertising trust TV advertising the most, vs Press (11%), Cinema (9%), OOH (9%) Radio (6%) and Online (6%).
  • Relevency varies across generations: eBay tested two different TV ads in the study, the first related to Black Friday sales designed to reach a value-seeking audience with discount messaging. The second ad told the story of a couple growing their family and the amusing side of unexpected life changes.

Utility of the ad seems to be the biggest driver of relevance across the board. But, the feedback showed that whilst for over-55s helpful, practical elements are the primary drivers of relevance 16-34 year olds were more likely than older generations to place more importance on emotive attributes. Core to a successful campaign is ensuring age and audience are taken into consideration when building out creatives to get the most from addressable.

  • Avoid wastage: What Car? ran their first addressable TV campaign targeting postcodes in order to avoid TV ads being broadcasted in areas without dealerships nearby. Based on postcode matching, an additional 21 car buyers can be attributed to each £1,000 spend on Finecast addressable advertising, showing notable return on investment.

“Our research aims to understand how advertisers are using addressable TV, how it complements other media as part of the marketing mix and the impact of the activity on brands’ business objectives.” said Harry Harcus, UK Managing Director at Finecast. “Historically TV has been a ‘big budget’ place to advertise, with a mass audience watching with different interests and backgrounds. With addressable TV, advertising on TV has become more accessible, cost-effective, and agile – paving the way for a wider range of advertisers to make the jump to TV, and to flex their approach reaching bespoke audiences in a way they couldn’t in the past.”

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NOTES TO EDITOR:

About Thinking Inside The Box

Thinking Inside the Box research project is designed to explore the changing TV landscape and the evolving role of addressable TV advertising.

Phase 3 of Finecast’s ‘Thinking Inside the Box’ research explores the automotive sector with What Car? quantifying the impact of their first ever TV campaign using comparative media analysis. The research also delves into the world of fitness, using a test and control methodology to measure the effectiveness of Sweaty Betty’s addressable TV spend in conjunction with online video. Finally, the research investigates what makes a TV ad relevant to a viewer and the relationship between the relatability of a TV ad and the likelihood of a call to action with eBay. Explore the research here.

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