Viewability Drives Awareness, Recall, Intent, TubeMogul Study Shows

Viewability matters when it comes to digital advertising -- if ads are more likely to be seen, they are more likely to be effective -- but what is the relationship between viewability and certain branding metrics such as purchase intent, message recall and product awareness?

According to TubeMogul, a programmatic video ad platform, serving ads on sites with higher viewability rates can nearly double purchase intent -- and boost message recall and product awareness as well. TubeMogul’s research comes from over one million streamed video ads.

TubeMogul divided the sites the ads were viewed on into two categories: one half with better viewability rates and one half with worse.

For the top half of sites with better viewability, purchase intent was 10.4%, compared to 5.6% for the bottom half. Message recall was 7% on the sites with better viewability rates, and just 1.5% on sites without (a 366% difference). Similarly, product awareness was 1.9% for the top half of sites and 0.2% for the bottom half (850% difference).

TubeMogul used its own viewability measurement tech to rate the viewability and its BrandSights tool (for brand measurement surveys) to chart the brand metrics.

“Video’s inherent purpose is to drive upper-funnel activity, which is why viewability is so crucial to the medium,” TubeMogul wrote in a post to go along with the research. “If a marketer’s goal is focused around increasing lift in one of these three areas, viewability should definitely be one of the primary KPIs.”

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7 comments about "Viewability Drives Awareness, Recall, Intent, TubeMogul Study Shows".
  1. Ed Papazian from Media Dynamics , August 11, 2014 at 9:33 a.m.
    I believe that the percentages, cited above, refer to the change in purchase intent, recall and awareness, presumably taken against some baseline or "control" group'sresults. If I am correct, the 10% "lift" in purchase intent for the half of the sites that had the most viewable ads is probably compared to a normative base that is much smaller than that used for message recall and brand awareness. Normally, the latter two are far larger in terms of absolute size, while only a small percentage of the audience actually is swayed to take action----purchase intent----by the ad.
  2. dorothy higgins from umww , August 11, 2014 at 10:24 a.m.
    Ed's clarification above is essential. Sloppy descriptions of data consistently undermine results and leave us skeptical what to believe. Obviously it is unlikely that purchase intent would vastly exceed awareness. If the data is on lift one would want to see the base data to better dimensionalize the movement.
  3. Vipul Mistry from Intermarkets , August 11, 2014 at 10:31 a.m.
    Curious to understand improved purchase intent, message recall, etc on typical display ads (as opposed to video ads) that have high viewability.
  4. jack Brown from BDAI , August 11, 2014 at 2:41 p.m.
    Tyler's figures are conservative our results are between 14-40 +% improvement in all category's. Viewabilty is the primary KPI. It provides insight critical to evaluating every aspect of any online AD Campaign and perfecting it's ROI in real time. The trick is knowing how to measure and use it to its fullest potential. Transparency, and Real time are very important words right now. They are the catalysts to maximizing and capitalizing on the insights derived from Viewability. To understand the bigger picture of the incredible value of viewabilty you need learn how Artificial Intelligence and Machine language is changing metrics and analytics today.
  5. Jeff Fisher from TubeMogul , August 11, 2014 at 3:41 p.m.
    Thanks Ed and Dorothy for bringing up great points. Ed is correct - these results demonstrate lift in relation to a control group of users who were not exposed to any ads. The raw data used to calculate the lifts is below: Purchase Intent: Control - 468 respondents; Exposed - 357 respondents Message Recall: Control - 389 respondents; Exposed - 167 respondents Product Awareness: Control - 1707 respondents; Exposed 903 respondents In this instance, the total pool of Product Awareness respondents significantly exceeded Purchase Intent, however, Message Recall did have a smaller sample size. We do typically see less respondents for Purchase and General Intent, though, as in this instance, that is not always the case.
  6. Andrew Reid from Victrix Media , August 11, 2014 at 6:19 p.m.
    Let me get this straight: if someone views an ad they are more likely to purchase, engage or recall the message. And you need a research study to prove this????
  7. Jan Jilek from ad-net , August 12, 2014 at 8:25 p.m.
    Jeff, did you measure how much time did users spent with an ad and differences between long exposure - short exposure? For more than a year I'm evagelizing that for branding campaigns we have include time as a standard for CPM, as TV has 30'', and with that we will get much closer to online GRP.