WPP’s GroupM has today (24 April) released a new piece of research on the effectiveness of addressable TV advertising, conducted by Finecast.
Resulting from a collaboration with marketing research firm System1, the survey involved over 13,000 TV viewers across four countries.
Its key findings were that TV ads elicit more positive reactions and generate a greater business impact among addressable audiences. It also found that ads which emphasise melodic music, people touching, and a clear sense of place and humour created deeper emotional connections, driving long-term business growth.
“Brands that invest in ads for broad-beam attention are more likely to achieve longer-lasting business results among addressable TV audiences. Overall, the greater short- and long-term impact of addressable TV ads makes it a trusted and powerful medium for upper, middle and lower funnel marketing,” System1 chief customer officer, Jon Evans said.
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“Addressable//Advantage” is the latest in a series of research reports underwritten by Finecast, which is leading the way to enhanced education and performance in addressable TV. The report details Test Your Ad metrics to explain the exceptional results of campaigns from such advertisers as Hasbro, Honda and Jet2 Holidays.
Finecast global innovation managing partner, Kristian Claxton added: “Our research outlines that addressable TV advertising has a direct impact on how consumers ‘feel’ and outlines important factors for maximising attention for greater business effects.”
“This enables us to provide smarter and more robust solutions to our clients by helping them optimise the creative message of their ads while improving efficiency.”
