The results of our latest study reveal the high impact of ads broadcast simultaneously on TV and Twitter: People who were exposed to both Twitter and TV in a synchronised way show +96% in ad recall, and +33% in purchase intent vs. non-exposed people.
In our “Twitter’s augmented TV” behavioural study published in partnership with iligo research, the behaviour of Twitter users watching TV was analysed in depth, as well as the potential opportunities for TV channels and the benefits for brands using those two media. The ad effectiveness section showed the success of campaigns led at the same time on both Twitter and TV.
In 2017, in order to more precisely measure and analyse the impact of synchronised ad campaigns, a new study was created to measure the impact of slots simultaneously broadcast on TF1 group TV channels and on Twitter. The targeted video campaigns on Twitter of 3 brands from the consumer goods sector were put in place, each one of them being immediately triggered when the ad was broadcast on one of the TF1 group’s channels thanks to 4C Insights technology.
Synchronisation makes a lasting impression
In individuals exposed to ads on either the TF1 group’s channels or on Twitter, the memorisation index is 172, whereas for those exposed to both simultaneously the index is 196. It is where this indicator is concerned that synchronisation makes its greatest contribution.
The impact on brand awareness is also considerable because individuals exposed to a synchronised campaign on both Twitter and the TF1 group’s TV channels simultaneously present an index of 134 (vs. 127 for single exposure on either the TF1 group’s TV channels or Twitter).
Better understanding and appropriation of the advertising message thanks to synchronisation
After watching and rewatching the campaign, users who were simultaneously exposed to it had a better understanding of the ad campaign (+17% vs. +11% in comparison to the baseline of 100) and a higher proportion considered it to be relevant to them (+29% vs. +25%).
The brand’s image is therefore reinforced
Generally speaking, the study revealed that the impact of these campaigns was clearly greater in individuals who were exposed to them in a synchronised way, and this was true for all the indicators tested. The indicators presenting significant differentials were the brand’s tone and sense of humour, as well as brand trust.
Synchronisation encourages purchasing and advocacy
At the final step of the purchasing journey, a campaign’s ability to make individuals consider buying is clearly boosted by synchronisation (+33% vs. 27%). Advocacy also peaks in those simultaneously exposed to a campaign (+39% vs. +29%).
Excellent initial results for Mondelez and Unilever
Study conducted in partnership with @iligo_research in August and September 2017. Quantitative study carried out on 600 monthly users of Twitter in France for each of the 3 campaigns tested (representative of sex, age, and socio-economic category). The results highlighted here are the mean results of the 3 campaigns tested. A probability calculation of exposure to TV was made based on the combination of a question on watching times (day, time, channel) with the TV campaign’s broadcasting report. The Twitter exposure was obtained from site-centric data merged with questionnaires completed by respondents who had given their authorisation.