B&T: Premium non-skippable ad environments yield stronger brand awareness

A new GroupM Study with Kantar has found digital video advertising delivers strong brand awareness for both premium (i.e. Catch-up TV) and User-Generated Content (UGC – i.e. Facebook and YouTube) environments.

The findings also highlighted the importance of tailoring advertising assets to specific environments to front-load brand messaging in environments where ads may be skipped or ended prior to completion.

In the study, premium non-skippable environments delivered stronger impacts on brand metrics, including key message takeaway.

The study evaluated the performance of digital video for a popular haircare brand and a premium wine brand in a study with 2,460 participants at the end of 2018.

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