In the Eye of the Beholder; The Equality of Ad Effectiveness Across Platforms

Amy Innerfield and Justin Fromm
Zenith Media and ABC Television

Abstract:

In the modern media environment, advertisers are looking to make informed decisions on how to allocate media spend across the multiple platforms that consumers can now use to consume video content. Content in the video space crosses platforms and drives viewers across multiple device environments. In an effort to help their advertiser clients in this endeavor, ABC Television and Zenith initiated research at the Disney Media & Advertising Lab to test advertising content across these multiple platforms on which consumers watch ABC content. The results demonstrate that viewers respond fairly similarly to advertising, regardless of the content platform. While platform may affect viewer recall, differences aren't as wide as many may believe and results shed light on those factors that may be responsible.