These questions are now for the first time Otto, the largest German online retailer, and Smartstream.tv, Provider of holistic video advertising solutions, followed up in an extensive advertising impact study with regard to video advertising. With exciting results.
The fact that belonging to a generation has an influence on values and consumer behavior is nothing new. On the other hand, it was previously unknown how the cohort affiliation specifically affects the classic impact parameters of digital video advertising.
To find out, Otto had a large-scale branding campaign in the Smartstream.tv network accompanied by the video advertising specialist with its “Insights” service. The digital moving image campaign planned by BNP Germany ran punctually for Christmas time (beginning of November to end of December 2020) and worked with five target group-specific spot motifs. These were played out precisely to users of the three generation groups (Gen X: 40-49 years; Gen Y: 30-39 years; Gen Z: 18-29 years). In total, around 22.4 million video impressions were shown to over seven million people during the campaign period, achieving an average view-through rate (VTR) of a very good 86.2 percent across all spot motifs.
Smartstream.tv “Insights”: Success measurement and determination of the advertising effect with the combination of a brand lift study and a spot evaluation
The Smartstream.tv “Insights” service for measuring and evaluating video campaigns was used to determine the performance and impact values of the campaign. It enables the combination of a brand lift study for the parallel investigation of the impact of video advertising on classic factors of the brand triad – brand awareness, likeability and use – with a spot evaluation that examines how the advertising material is viewed by users with measured campaign contact in terms of understanding , Activation potential and purchase intention is assumed.
To determine the results, a panel survey with a simultaneous zero and test measurement was carried out (sample: 1,612 participants in total, 800 of them in the control group and 812 in the test group). In this way, the survey results of users with and without campaign contact could be compared and the uplifts for the individual image values to be examined could be determined. Test and control groups were compared according to target group (Gen X, Y or Z), purchase decision phase (awareness versus consideration) and, in some cases, the specific ad motif. The image values (KPIs) queried related to advertising recall, brand consideration, brand recall, popularity and relevance of the creation as well as the purchase intention.
This is how representatives of Generation X, Y and Z react to video advertising
The “Insights” study by Smartstream.tv shows that the different generations differ in almost every KPI. For example, members of Generation X as the only target group could be influenced in terms of willingness to buy via the advertising shown to them. Generation Y members show the highest advertising recall and willingness to buy in a target group comparison. But they were the least convinced of the spot creations they saw. Generation Z users were enthusiastic about the video spots and were most influenced by the campaign in terms of brand considerations.
Looking at the purchase decision phases, it can be seen that video advertising in all age groups pays particular attention to brand considerations in the consideration phase. If the buying intention was influenced by the campaign, then it was during the awareness phase; This is particularly evident in Generation Z.
Last but not least, members of Generation X and Z who saw a target group-specific motif remember the advertising better. In both age groups, brand considerations and willingness to buy also benefit from the corresponding creation.
The effect of video advertising in a generational overview
Generation X, as the oldest cohort, is the most inconspicuous target group overall. The children of the so-called baby boomers are the only generation to show a noticeable change in purchasing intent through the Otto campaign.