Less ad clutter delivers 4x brand impact

The Challenge

Exploring New Ad Formats: With the continued growth in the streaming market, and increased advertising acceptance among users. Foxtel investigated the consumer sentiment for a new ON- DEMAND advertising format in the form of 30” and/or 15” pre-rolls via its IQ platform.

The Solution

This FoxTest measured the brand outcomes for advertising partners, demonstrating the potential of Foxtel on-demand advertising for advertisers on brand outcomes and how this varies depending on factors including ad duration, ad lay down etc…

The Results

IQ On Demand Pre Rolls deliver on Enjoyment:
Whilst viewing is impacted, Pre-roll placements are still significantly more engaging, whilst enjoyment shows minimal impact on viewers.

Ad Recall significantly higher with Pre Rolls

Pre-roll advertising vs linear (% difference in brand recall 24 hours post exposure):

• Brand 1: +56%

• Brand 2: +59%

• Brand 3: +112%

• Brand 4: +157%

Ad Formats across 30s & 60s drove strong recall

• Advertising recall Linear vs. 30s pre roll: +109%
  Average difference pre-roll vs. linear

• Advertising recall Linear vs. 30s pre roll: +68%
  Average difference pre-roll vs. linear
  

So what?

This Foxtest means Foxtel will be able to offer advertisers a new way to reach, premium streaming consumers and deliver a better on-demand ad experience. Also, this FoxTest has played a role in shaping the ad experience for Binge. There is also consideration for a market trial to launch this new format to further understand subscriber sentiment & ad effectiveness

For more information on this Foxtest and others please contact Toby Dewar: Toby.Dewar@foxtel.com.au

Download a summary of this Foxtest here.

See more Foxtests.