In the latest groundbreaking research from The Benchmark Series, Professor Karen Nelson-Field’s findings reveal a crucial insight: when it comes to cross-screen advertising, the combination of TV and BVOD delivers more than twice the sales impact of TV paired with social video platforms.
The Numbers That Matter
The research reveals striking differences in effectiveness:
- TV + BVOD generates 2x the sales impact of TV + Facebook
- TV + BVOD delivers 2.4x the sales impact of TV + YouTube
- Consistent performance across all measured metrics
Why The Difference?
Three key factors drive this superior performance:
- Screen Coverage
- TV: 100% screen coverage
- BVOD: Full-screen viewing
- Social: Often limited to partial screen
- Viewability
- TV/BVOD: 100% viewable
- Social platforms: Average 51-66% viewability
- YouTube: 58-82% viewability
- Attention Metrics
- TV commands 58-63% attention
- Social platforms average 20-45%
- Device type impacts all platforms
The Mobile Factor
An interesting finding: while mobile viewing benefits all platforms, TV maintains its advantage:
- TV on mobile outperforms social video’s best performance
- Small screens increase engagement across all platforms
- TV’s lowest-performing device still beats online video’s best
Making It Work
For advertisers looking to maximize cross-screen impact:
- Prioritize Visibility
- Choose platforms offering full-screen coverage
- Ensure complete ad rendering
- Monitor viewability metrics
- Optimize for Attention
- Consider screen size impact
- Plan for viewing context
- Track attention metrics
- Measure Real Results
- Focus on sales impact
- Track cross-platform performance
- Monitor interaction effects
The Bottom Line
In the quest for reach, quality matters more than quantity. The research proves that not all video impressions are created equal – and the combination of TV with BVOD provides the most powerful platform for advertising success.
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