|
Software for remote content management, device management and analytics |
|
|
SignageWireGSTV says 15-second spots perform better than 30-second onesAuthor: WireSpring on 2008-06-30 23:06:05 According to this article at MediaWeek:
Gas Station TV is hitting the road with a new study to encourage
advertisers to switch from 30-second spots, a standard TV unit, to
shorter lengths. Conducted by Nielsen for GSTV, the study’s
results, to be released today, June 30, showed ad recall for
15-second ads, and even 10-second spots, were more effective.
For example, a 15-second ad for Werther’s candy was 7 percent more effective than its 30-second counterpart, according to the study—return on investment for the 15-second ad was 108 percent greater. A 10-second ad for Kellogg’s Pop Tarts had 2 percent higher recall and generated 156 percent greater ROI. Our take: It's amazing what a little math can do. While there are so many people sitting on the sidelines bemoaning the fact that it can be hard to correlate sales data with impressions from a digital signage network, GSTV and Nielsen have rolled up their sleeves and gotten to work actually doing it. And lo and behold, there are real, clear conclusions that also promote a course of action for those who a) believe the research and b) can be bothered to change their spots. One would imagine that firms would be interested in doing that if the results are as dramatic as GSTV and Nielsen make them out to be. But we've seen advertisers do some pretty strange things before. On a related note, MediaBuyerPlanner writes that: A study commissioned by Gas Station TV and conducted by Nielsen found
that over 90 percent of consumers watched or listened to GSTV while
filling their tanks, and that 70 percent recalled one or more ads. This was the same study that yielded the data about the 15- and 30-second spots. Comments (0)
Subscribe to comments for this article
| Trackback
Leave a CommentPrevious Article: Publicis Groupe Unveils New Digital-Ad System Next Article: UzoneMedia and ComfortDelGro launch iCabTV LEGAL STUFF: SignageWire is written by the WireSpring staff but may periodically include articles by guest authors. The author of each article is clearly identified at the start of the article. The opinions expressed in each article are solely those of the author, and do not reflect the official opinions of WireSpring Technologies, Inc. All SignageWire articles are copyright © 2008-2010 WireSpring Technologies, Inc. or the guest author, as appropriate. All content besides the actual article text, e.g. surrounding branding and informational content, is copyright © 2000-2010 WireSpring Technologies, Inc. All rights reserved. Except as provided in WireSpring's Republishing and Syndication Policy, no SignageWire content may be reproduced, in whole or in part, without WireSpring's express written consent.
|
Subscribe via RSS
If you use one of these services, click the button to subscribe to automatic updates:
 
 
For advanced users or those with other services, here is the XML link:
What's this blog about?
Whether you're new to digital signs and kiosks or you've been in the business for years, you've probably noticed that nearly every announcement and press release contains a huge amount of hype. Our goal with this blog is to provide coverage of the more interesting happenings, along with commentary to give you a reality-check on what matters and what's just fluff. We post new articles several times a week.
|
| Questions? Start a live chat • Call us at (800) 989-9269 or +1 (954) 548-3300 • Get pricing and trial info |
Subscribe via XML/RSS/RDF