Press release
New Study from Magna and Roku Finds New Video Ad Formats in Streaming TV Are 2x More Favorable than Traditional TV Ads
Study finds brands that use innovative streaming TV ads drive 78 percent greater search intent compared to traditional TV ads NEW YORK--(BUSINESS WIRE)--
About this update from Roku, Inc.
[{"type":"text","content":"\nStudy finds brands that use innovative streaming TV ads drive 78 percent greater search intent compared to traditional TV ads\n\n NEW YORK--(BUSINESS WIRE)--\nMAGNA Media Trials, MAGNA’s industry-leading proprietary research offering, and Roku announced a new study in partnership with the Roku Brand Studio that finds new video ad formats in streaming TV are twice as favorable as traditional TV ads for consumers.\n\nToday, marketers want to stand out in the shift to streaming. Traditional TV ads alone miss an opportunity to surprise and delight across the entire streamers’ journey outside the traditional ad break. The Beyond the :30 on Streaming TV report examines how marketers can make streaming TV ad experiences more engaging and impactful.\n\nThree new “Beyond the :30” video ad formats were tested:\n\n\nThematic Tagged Vignette: A 30-second animated ad where a brand celebrates streaming.\n\n\nRoku Original Vignette: A 30-second ad where a brand references the Roku Original show being streamed.\n\n\nWatch Alongs: Ad breaks where a brand sponsors discussion about the show or movie being streamed.\n\n\nAll three “Beyond the :30” ads posted stronger results than traditional TV ads for top-of-mind brand recall (+57% “Beyond the :30” vs. +43% traditional), brand favorability (+8% vs. +3%), and intent to search (+16% vs.+ 9%). These results illustrate the strong promise of “Beyond the :30” ads, including enhancing brand awareness and promoting purchases.\n\n“In the current advertising environment, it is important to recognize that viewers can easily skip over advertising, but our study found they are less likely to do so if the ads are as entertaining as the programming and present a more enjoyable experience,” said Kara Manatt, EVP and managing director, intelligence solutions, MAGNA. “One of the most memorable formats for viewers is Watch Alongs, likely because the advertiser is offering the viewer added value to the show they are watching.”\n\nKey findings from Beyond the :30 on Streaming TV include:\n\n\nThematic Tagged Vignettes catch attention: 65% of respondents agreed that the spots “taught me something new,” besting traditional spots by some 20 points.\n\n\nRoku Original Vignettes triple return on purchase intent: +10% purchase intent for Roku Originals Vignettes vs +3% for traditional TV ads.\n\n\nWatch Alongs improve rec...