New research using SkyView reveals the behavioural influence of interactive TV advertising
For the first time ever, research demonstrates the direct impact of interactive TV advertising on brand purchase
Research commissioned by Sky and carried out by TNS has shown the impact of interactive advertising on the purchasing behaviour of viewers who decide to engage with brands through the ‘red button'. The research looked at buying trends in homes of those viewers who interacted with ads for Carlsberg, Ribena and Warburton's bread.
Using actual purchase data, the research examined the behaviour of ad interactors in the six months before the interactive campaign, the period of the campaign itself, and for six months after. TNS sought to discover whether purchasing both during and post interaction would have been more or less than would have been expected based on behaviour prior to the campaign.
Specifically, the research sought to test the following hypothesis:
- The engaging ‘opt-in' nature of interactive ads can introduce new buyers to brands
- Those interacting with a brand are more likely to buy more product having had a long-form brand engagement
- That engagement has a lasting and sustainable impact on brand sales
It was based on data provided by Sky View, a volunteer panel of 33,000 Sky homes who provide real time detail on what is being watched via the set-top box. Including within this panel are 7,000 TNS WorldPanel members, who scan in all FMCG (Fast Moving Consumer Good) items they purchase. Through the research TNS were able to isolate the TNS World panellists, and within this group, those who specifically interacted with the 3 identified interactive ad campaigns.
The research concluded that:
1. Interactive advertising changed purchase behaviour by attracting new buyers
2. Interactors ‘bought more product‘ post campaign interaction
3. The uplift was seen for many months
