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NEW YORK - Millward Brown’s 2007 CTV-1 Study shows that marketers have a good opportunity to fully engage their target audience in a “captive” viewing environment by supplementing their television ad spend by placing ads during full-length TV shows viewed online.

CTV is a term coined by Millward Brown to describe consumer-controlled television/video viewing. The CTV-1 Study is the first in a series of digital media research studies designed by the Millward Brown Futures Group that focuses on longer-term digital implications for brand building. “We are following the video across multiple platforms, and research like this will help our clients determine how to advertise their brand most effectively using video content" said Mike Ripka, vice president, Millward Brown.

The CTV-1 study design was presented to a number of agencies, networks and advertisers. A consortium of three leading brands; networks ABC, NBC, and FOX, and media agencies; Digitas, MAGNA Global and GroupM was formed to partner with Millward Brown on this breakthrough study.

“Millward Brown’s CTV-1 Study represents a major step forward in providing an understanding of the values of the multiple screens and the consumer’s engagement with them,” said Lyle Schwartz, managing partner, director of broadcast research and marketplace analysis, GroupM.

“Consumers now have control over how, when, and where they access video content,” said Steve Sternberg, executive vice president, audience analysis at MAGNA Global. “We need to understand how these multiple platforms and video touchpoints impact not just advertising recall, but overall communication effectiveness. MAGNA Global is excited to work with Millward Brown, whose CTV studies place them at the forefront of providing the consumer intelligence we need in this area,” stated Sternberg.

The CTV-1 Study was conducted in the U.S. using ads from leading brands in the Quick Service Restaurant, Consumer Packaged Goods, and Financial Services categories. Millward Brown explored the effects of one 30-second ad from each category viewed across alternative platforms for a prime-time network TV show at air time, time-shifted via DVR, and at the networks’ Web sites. The study showed that the advertising performed positively across all three platforms.

All platforms tested had positive impact, but the results show a higher level of engagement among the online viewers — leading to increased communications awareness, brand favorability and consideration. This is supported by the fact that online viewers were 53 percent more likely to pay attention to the ads during commercial breaks versus live TV viewers. Time-shifted viewers were 30 percent less likely to pay attention to the ads than live TV viewers. The study also shows that ad recall was four times higher among viewers of the online format versus recall of live or time-shifted viewers. This in large part reflects that the online ad format shows the same ad (and only that ad) three to six times during the course of a program. Ads on network TV are shown once, within a pod of several commercials, and there are several commercial pods during a single program.

Mark Loughney, vice president, sales strategy & research, ABC commented, “The results of the Millward Brown CTV-1 Study provide independent confirmation of our own research that we have been sharing with our advertisers on Sole sponsorship of programs in the ”lean-forward“ online environment provides an opportunity for our partners to connect with passionate fans of ABC shows in a uniquely engaging environment,” said Loughney.

“The CTV studies are part of an ongoing effort to help advertisers and media planners, buyers, and sellers understand the effectiveness of advertising using different creative forms across platforms,” said Michelle de Montigny, senior vice president, Millward Brown Media Practice. “We’re excited to have the opportunity to work with leading researchers across the spectrum of the advertising and media industries. The study yielded insights for all of us who are just beginning to understand the nuances of advertising in the new media environment,” added de Montigny.

The CTV-1 Study was conducted among more than 3,000 people who were pre-recruited to watch a prime-time television show in one viewing environment: live TV, time-shifted or online. Participants then answered an online survey within 48 hours of viewing. The methodology was designed to observe differences in “real-life” scenarios. Each test was conducted in conjunction with the launch of a new ad campaign. The results were weighted to reflect a true average across the three brands. CTV-2 is now being designed by the Millward Brown Futures Group.


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