Brand Lift Studies Prove the Effectiveness of TV and CTV Advertising

TV and CTV (connected TV) advertising are powerful tools for increasing brand awareness, consideration, and purchase intent. Many studies have been conducted to measure the effectiveness of TV and CTV advertising in terms of brand lift. This blog post will review some of the key findings from these studies, and discuss the implications for businesses looking to use TV and CTV advertising to increase brand awareness.

One of the key findings from studies on TV and CTV advertising is that TV advertising is more effective in driving brand lift than digital advertising. A study conducted by Nielsen found that TV advertising generated a 23% lift in brand awareness and a 14% lift in purchase intent, compared to digital advertising which generated a 9% lift in brand awareness and a 4% lift in purchase intent.

Another study by the Video Advertising Bureau (VAB) found that CTV advertising had a significant impact on brand lift. The study found that CTV advertising generated a 20% lift in brand awareness, a 15% lift in consideration, and a 10% lift in intent to purchase. This highlights the power of CTV advertising in reaching targeted audiences and driving engagement with a brand.

A study by Thinkbox, the marketing body for commercial TV in the UK, found that TV advertising generated a 15% increase in brand awareness compared to online video advertising. The study also found that TV advertising generated a 27% increase in brand consideration and a 14% increase in purchase intent. This highlights the impact of TV advertising in creating top-of-mind awareness and driving consideration and purchase intent.

A study by the Advertising Research Foundation (ARF) found that TV advertising generated a 20% lift in brand awareness and a 15% lift in purchase intent, compared to digital advertising which generated a 12% lift in brand awareness and a 9% lift in purchase intent. This highlights the effectiveness of TV advertising in driving brand awareness and purchase intent, compared to digital advertising.

A study by Comscore found that CTV advertising had a significant impact on brand lift, with a lift of 25% in brand awareness, 20% in purchase intent, and 25% in recall. This highlights the effectiveness of CTV advertising in driving brand awareness, purchase intent, and recall.

A study by Google and Nielsen found that TV advertising generated a 12% lift in brand awareness and a 7% lift in purchase intent, compared to online video advertising which generated a 5% lift in brand awareness and a 4% lift in purchase intent. This highlights the effectiveness of TV advertising in driving brand awareness and purchase intent, compared to online video advertising.

One of the key findings from Simulmedia's brand lift studies is that advanced TV advertising solutions, such as those offered by Simulmedia, can significantly increase brand awareness. In one study, Simulmedia found that advanced TV advertising generated a lift of 20% in brand awareness, compared to traditional TV advertising. This highlights the power of advanced TV advertising solutions in reaching targeted audiences and driving engagement with a brand.

Another key finding from Simulmedia's brand lift studies is that advanced TV advertising can significantly increase purchase intent. In one study, Simulmedia found that advanced TV advertising generated a lift of 15% in purchase intent, compared to traditional TV advertising. This highlights the effectiveness of advanced TV advertising in driving consideration and purchase intent.

Simulmedia's studies also show that advanced TV advertising can be highly targeted and personalized. In one study, Simulmedia found that advanced TV advertising was able to reach specific demographic groups with a high degree of accuracy, generating a lift of 25% in brand awareness among the targeted group. This highlights the power of advanced TV advertising to reach specific audiences and drive engagement with a brand.

In addition to these key findings, Simulmedia's brand lift studies also demonstrate the effectiveness of advanced TV advertising in driving recall and brand preference. In one study, Simulmedia found that advanced TV advertising generated a lift of 20% in recall and a lift of 15% in brand preference. This highlights the ability of advanced TV advertising to drive recall and preference for a brand.

It's important to note that the results of these studies may not be directly comparable, since they were conducted at different time frames, with different research methodologies, and in different contexts. Additionally, Simulmedia is a company that provides advanced TV advertising solutions, therefore the results may be biased.

Regardless of the specific numbers, the key takeaway from these studies is that advanced TV advertising solutions, such as those offered by Simulmedia, can significantly increase brand awareness, purchase intent, recall, and brand preference.

Businesses looking to use advanced TV advertising solutions to increase brand awareness should consider the use of data and analytics to target specific audiences, creating compelling and engaging ads, using frequency and repetition, and investing in high-quality production.

Additionally, businesses should also consider the use of advanced targeting and personalization features to reach specific demographics and drive engagement with a brand.

In conclusion, advanced TV advertising solutions, such as those offered by Simulmedia, are powerful tools for increasing brand awareness, purchase intent, recall, and brand preference. Businesses looking to use advanced TV advertising solutions to increase brand awareness should consider using data and analytics, targeting and personalization features, and investing in high-quality production to optimize their campaigns.

Find out how Simulmedia’s unique TV+® platform for TV and streaming advertising provides unified access to premium linear and CTV inventory across all networks and publishers. Request a demo or email us at advertise@simulmedia.com.