MB Gets Broader Perspective with Digital Media Study

Millward Brown, bruised by recent comments from a client about relevance in the multiplatform age, has underlined its digital credentials with the release of the 'CTV-1 Study'. Among other findings, it shows the benefits, in terms of viewer engagement, of supplementing TV ad spend with placements in TV shows viewed online.

The Study was conducted by the Millward Brown Futures Group, which combines experts from Millward Brown and Dynamic Logic. CTV-1 is its own coinage and describes 'consumer-controlled television/video viewing'. Findings focus on longer-term digital implications for brand building – what VP Mike Ripka calls 'following the video across multiple platforms'. He adds: 'Research like this will help our clients determine how to advertise their brand most effectively using video content.'

A consortium of leading brands was formed to partner the global agency in the Study: networks ABC, NBC, and FOX, and media agencies; Digitas, MAGNA Global (Initiative and Universal McCann) and GroupM (MAXUS, MediaCom, Mediaedge:cia, and MindShare). Lyle Schwartz, Managing Partner, Director of Broadcast Research and Marketplace Analysis at GroupM, says it represents 'a major step forward in providing an understanding of the values of the multiple screens and the consumer's engagement with them.'

'Consumers now have control over how, when, and where they access video content'adds Steve Sternberg, Executive VP, 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 Milward Brown, whose CTV studies place them at the forefront of providing the consumer intelligence we need in this area.'

The comments contrast with those of Vodafone marketing leader David Wheldon, who was recently quoted after a conference speech as suggesting that MB's copy-testing tools were '35 years old' and not 'relevant' in this 'new age of marketing' (www.mrweb.com/drno/news6546.htm ).

The CTV-1 Study was conducted in the US using ads from leading brands in the Quick Service Restaurant, CPG and Financial Services categories, and involved the recruitment of more than 3,000 people to watch a prime-time television show in one viewing environment: live TV, time-shifted or online, and then complete an online survey within 48 hours of viewing.

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. Online viewers were 53% more likely to pay attention to the ads during commercial breaks versus live TV viewers, whereas time-shifted viewers were 30% less likely. Ad recall was four times higher among viewers of the online format versus recall of live or time-shifted viewers, in large part reflecting the fact that the online ad format shows the same ad (and only that ad) three to six times during the course of a program.

Michelle de Montigny, Senior VP, Millward Brown Media Practice, says the research is part of an ongoing program. '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.'

The agency, which is now working on a follow-up, CTV-2, is on the web at www.millwardbrown.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.