RESEARCH: Prime Time, Anytime on Sky
Provided by Sky Media
Research findings into advertising effectiveness on Sky's VOD platforms.
What was the Challenge / Background of the Campaign?
UK consumers are increasingly supplementing their linear TV viewing with a variety of video on demand (VoD) services now that the quality, ease and choice of on demand content is on a par with established broadcast standards. Sky Media commissioned research into the roles that newly-mainstream VoD services like Sky Go and Sky On Demand are playing in people's lives, to find out the latest behaviours and viewer perceptions.
What was the Campaign Objective?
Sky Media commissioned research into the roles that newly-mainstream VoD services like Sky Go and Sky On Demand are playing in people's lives, to find out the latest behaviours and viewer perceptions.
What was the Solution?
Quantitative: Assessment of VoD usage & advertising effectiveness recruited from Sky's customer database. The emailed survey was completed by 2,249 customers. Qualitative: In-home insight on platform usage and engagement (18 in-depth interviews of couples or families, lasting for up to three hours and including usage of the VoD services). Please see attached for further details.
What were the Results?
Using VoD as part of your advertising campaign produces significantly higher advertising awareness. customers exposed to the campaigns on VoD platforms
showed stronger uplifts of spontaneous ad awareness compared to those who saw them on linear TV alone. Viewers are 20% more likely to recall an ad when prompted if exposed to it on Anytime or Sky Go. Spontaneous brand awareness for on demand ads was 70% higher than for linear TV alone. Brands using on demand advertising were 129% more likely to be considered 'leading in their field'.
What were the Key Learnings of this Campaign?
When all forms of on demand were used with linear TV, spontaneous awareness was 90% higher than for linear TV alone. Most importantly the research showed the value of adding VoD to an existing linear TV campaign. "I'm really engaged when
I'm watching something on demand, because I've sat down and chosen to watch it..." Pre-family couple with Sky On Demand, Birmingham.