MAGNA Media Trials, MAGNA’s industry-leading proprietary research offering, and Roku announced a new study in partnership with the Roku Brand Studio that finds new video ad formats in streaming TV are twice as favorable as traditional TV ads for consumers. Today, marketers want to stand out in the shift to streaming. Traditional TV ads alone miss an opportunity to surprise and delight across the entire streamers’ journey outside the traditional ad break. The Beyond the :30 on Streaming TV report examines how marketers can make streaming TV ad experiences more engaging and impactful. Three new “Beyond the :30” video ad formats were tested: Thematic Tagged Vignette: A 30-second animated ad where a brand celebrates streaming. Roku Original Vignette: A 30-second ad where a brand references the Roku Original show being streamed. Watch Alongs: Ad breaks where a brand sponsors discussion about the show or movie being streamed. All three “Beyond the :30” ads posted stronger results than traditional TV ads for top-of-mind brand recall (+57% “Beyond the :30” vs. +43% traditional), brand favorability (+8% vs. +3%), and intent to search (+16% vs.+ 9%). These results illustrate the strong promise of “Beyond the :30” ads, including enhancing brand awareness and promoting purchases. “In the current advertising environment, it is important to recognize that viewers can easily skip over advertising, but our study found they are less likely to do so if the ads are as entertaining as the programming and present a more enjoyable experience,” said Kara Manatt, EVP and managing director, intelligence... Read More