MAGNA Media Trials and GSTV Reveal the Impact of Video On-the-Go in Driving Consumer Action

With advertisers continuously seeking innovative ways to drive engagement, this study set out to measure the effectiveness of adding video on-the-go alongside programmatic connected TV (CTV) and programmatic online video. The research explored whether this multi-platform approach had the potential to build on brand storytelling to stimulate consumer actions and move brand KPIs for conversion and foot traffic. The findings revealed that video on-the-go outperformed both CTV and online video, with +12% lift in driving incremental store visits compared to no impact from the other channels.

“Our research has identified an even more holistic media strategy for advertisers on TV/video formats,” said Kara Manatt, Executive Vice President, Intelligence Solutions, MAGNA. “We were able to show clear pathways for marketers to move beyond awareness and brand storytelling to action, bringing motivated customers to stores for purchases.”

The research included tests of advertising for one of the world’s largest casual dining brands and featured a new promotional campaign that was aired across all three media formats. Video on-the-go proved its effectiveness as both an independent driver of action and a performance amplifier of other channels, making it a key component of omnichannel strategies.

Key findings from the study:

• Video on-the-go generated a significant increase in restaurant visits, delivering a +12% lift in store foot traffic.
• The combination of video on-the-go with other media types amplified results. While on their own, CTV and online video didn’t drive incremental restaurant visitation, in combination with video-on-the go, they drove a +22% and +27% lift, respectively.
• The brand’s success with video on-the-go is consistent with historical performance of the medium; 80% of dining advertisers see behavioral lift with GSTV, vs. 39% for TV and digital; benchmarks are similar for retail advertisers.
• Reaching consumers outside the home through video on-the-go was a highly effective tactic for generating incremental reach - 45% of viewers reached were incremental to the CTV/online video investment, and video on-the-go was +30% more efficient than CTV at delivering viewers.

“The successful results highlight the power of Newtonian Advertising,” said Eric Z. Sherman, Executive Vice President, Insights & Analytics at GSTV. “Newton’s First Law states: ‘an object in motion stays in motion; an object at rest stays at rest, unless acted upon by an external force.’ Newtonian Advertising syncs with the consumer in motion, reaching them with video on-the-go and driving action with less force and more impact than ads delivered to consumers ‘at rest’ at home on the couch.”

These findings underscored the importance of reaching attentive audiences and leveraging their momentum through timely, integrated advertising moments as part of omnichannel media strategies. And this reinforced previous industry data that showed people spend on average 3.7x more on other purchases after fueling-up. This was consistent across verticals with 4x more at big box stores, 4.8x on groceries, and 5.3x more spend in QSR/dining establishments. Brands have the power to inspire consumers at multiple touchpoints and positively impact them at moments of active decision-making.

For more information and to access the full report, click here to visit the MAGNA Media Trials website.

Posted at MediaVillage through the Thought Leadership self-publishing platform.

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