Study Finds Formats in Streaming TV Are 2x More Favorable than Traditional TV Ads


Study finds brands that use innovative streaming TV ads drive 78 percent greater search intent compared to traditional TV ads

MAGNA Media Trials and Roku recently announced a new study in partnership with the Roku Brand Studio that finds new video ad formats in streaming TV are twice as favorable as traditional TV ads for consumers.

It’s apparent. Marketers want to stand out in the shift to streaming. Traditional TV ads alone miss an opportunity to surprise and delight across the entire streamers’ journey outside the traditional ad break. The Beyond the :30 on Streaming TV report examines how marketers can make streaming TV ad experiences more engaging and impactful.

Three new “Beyond the :30” video ad formats were tested:

  • Thematic Tagged Vignette: A 30-second animated ad where a brand celebrates streaming.
  • Roku Original Vignette: A 30-second ad where a brand references the Roku Original show being streamed.
  • Watch Alongs: Ad breaks where a brand sponsors discussion about the show or movie being streamed.

All three “Beyond the :30” ads posted stronger results than traditional TV ads for top-of-mind brand recall (+57% “Beyond the :30” vs. +43% traditional), brand favorability (+8% vs. +3%), and intent to search (+16% vs.+ 9%). These results illustrate the strong promise of “Beyond the :30” ads, including enhancing brand awareness and promoting purchases.

Key findings from Beyond the :30 on Streaming TV include:

  • Thematic Tagged Vignettes catch attention: 65% of respondents agreed that the spots “taught me something new,” besting traditional spots by some 20 points.
  • Roku Original Vignettes triple return on purchase intent: +10% purchase intent for Roku Originals Vignettes vs +3% for traditional TV ads.
  • Watch Alongs improve recall: 66% top-of-mind ad recall for Watch Alongs vs. 39% for traditional ads.

The research involved multiple brands representing different verticals, including T-Mobile and Subaru. An at-home panel of 1,316 viewers was divided into randomized exposed and control groups, who watched content of their choice interspersed with streaming-specific advertising and traditional advertising. Following the content-viewing experience, viewers were surveyed to assess the impact on brand key performance indicators, or KPIs, and to learn more through consumers’ points of view.

The full study may be found here.



About Author

Barb Rogers

Barb has worked within the digital advertising and marketing space for over 20 years. Over the years, she found it difficult to find information on the simplest of subjects tied to the digital marketing space, so she decided to embark on a journey to create a space that others may appreciate.

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