Video on-the-go has proven itself as a game channel for the GSTV's foot traffic

Magna, the Media Intelligence Unit in IPG Mediabrands, and GStV, a leading national video network, have published “The Power of Video Everywhere”-a new research study that highlights how to achieve consumers from the couch and outside of the house can significantly influence buying behavior. By connecting with people in moments of active decision -making, advertisers can advance real measures, especially for brands in industries such as dining and retail, to gain customers to their physical locations.

Since advertisers are continuously looking for innovative ways to promote commitment, this study measure the effectiveness of adding videos in addition to the programmatic connected TV (CTV) and programmatic online video. In the study, it was examined whether this multi-platform approach had the potential to build on brand storytelling in order to promote consumer actions and to move the KPIS brand for conversion and pedestrian traffic. The results showed that the video exceeded both CTV and online videos on the way, whereby +12% of the increases in the rise for incremental store does not promote any influence on the other channels.

“Our research has identified an even more holistic media strategy for advertisers in television/video formats,” said Kara Manatt, EPP, Intelligence Solutions, Magna. “We were able to show clear paths for marketers in order to draw awareness and brand storytelling beyond the actions and to bring motivated customers to shops for purchases.”

The examinations included advertising for one of the world's largest casual dining brands and showed a new advertising campaign that was broadcast in all three media formats. Video On-The-GO has demonstrated its effectiveness both as an independent driver of the campaign and as a power amplifier of other channels, which makes it a key component of omnichannel strategies.

Key results from the study:

-Video on-the-go led to a significant increase in restaurant visits and provided a buoyancy of +12% in the shop of the footpath.

-The combination of video as part of the GO with other media types reinforced the results. In combination with video-on-the-go, CTV and online videos did not go to an incremental restaurant visit.

-The success of the brand with video on the way matches the historical performance of the medium. 80% of the food advertising see a behavioral elevator with GStV, compared to 39% for television and digital. Benchmarks are similar for retail advertisers.

-The Consumers outside the house via Video One-The-GO was a highly effective tactic for the generation of an incremental range 45% of the viewers achieved were incrementell for the CTV/online

“The successful results underline the power of Newton's advertising,” said Eric Z. Sherman, EVP, Insights and Analytics at GStV. “Newton's first law says:” A movement object remains in motion; A calm object remains calmly unless an external force. “Newtonian advertising synchronizes in motion with the consumer and reaches them with video one-go driving and driving campaigns with less strength and more effects than advertisements that were delivered to consumers at home on the couch. “

These findings underlined how important it is to reach the attentive audience and use their impetus through timely, integrated advertising moments as part of Omnichannel media strategies. And this reinforced earlier industry data that showed that people spent an average of 3.7 times more for other purchases after the fueling-up. This was consistent about vertical, with 4x more in Big Box stores, 4.8x in food and 5.3 -times more in QSR/ESS facilities. Brands have the power to inspire consumers at several points of contact and to positively influence them in moments of active decision -making.

For more information and access to the full report, click here to visit the Magna Media test website.