TORONTO — When comparing the effectiveness of new product advertising across various platforms, the TV screen outperforms laptops and mobile phones in terms of engaging and connecting with customers. That’s according to Brainsights’s recent research report, The Spectrum of Attention and Connection in Video Advertising, which was commissioned by thinktv, a TV industry marketing and research association.
Looking specifically at ads for new products or new ways of using existing ones, Brainsights found that ads seen on TV drive better attention, connection and engagement with potential customers than ads viewed on laptop or mobile screens.
The main reason for this is that effective new product or new use ads often use storytelling to engage viewers, which plays directly into one of TV’s acknowledged strengths, according to Brainsights.
“To establish a new behaviour, we need to show the audience what this new experience would be like,” said Dan Iwasa-Madge, co-founder and chief product officer at Brainsights, in a news release announcing the research findings. “We need to tell a story, engage them and get them invested in this new experience. Television, then, makes perfect sense.”
According to thinktv’s news release, television’s strength as a platform for engaging ad viewers is threefold: TV delivers emotion better than any other screen; TV’s emotional engagement is most resilient during “show and tell” sequences that drive home important product benefits; and TV drives the strongest branding and new product relevance.
For more information on The Spectrum of Attention and Connection in Video Advertising report, click here.
