On-screen advertising has an implicit effect on online behavior and brand image according to a study. The study found that online behavior, such as visits to brand websites, increased over time after exposure to on-screen ads, showing the long-term implicit impact on behavior. Implicit brand image was also positively influenced, with brands associating more strongly with attributes like "security" and "joy" due to on-screen ads. The implicit effects were found to be greater than the explicit effects and provide considerable added value for on-screen advertising over time as the memory of ad exposures fades.

1. On-screen advertising has an implicit effect!
Explicit and implicit advertising effect in a joint investigation by Germany's largest
marketing companies
Presenting the results
Björn Kaspring

2. What kind of implicit effect does on-screen advertising have?
Nowadays, the explicit performance of on-screen advertising has been clearly proven
and forms a standard component of every media plan. However, it has so far
remained unclear what type of additional implicit value on-screen advertising may
have for branding.
For this purpose, implicit effect parameters generated by advertising contact – such
as brand image and online behaviour – are the main focus of the study.
This study is the first to clearly prove the implicit added value of on-screen
advertising across a range of marketing companies and a number of campaigns in
different sectors.
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3. Campaigns + websites
The selection covers a wide range of sectors and brands. The results of the study are therefore
independent of specific campaigns and sectors.
Previous campaigns were
selected to ensure that the
effects were created only by the
Automotive
sector
advertising delivery during the
experiment.
These campaigns were tested in Electrical
skyscraper, super banner and entertainment
medium rectangle standard appliances
formats.
Advertising was replaced on 24
portals. According to AGOF, FMCG
these sites are amongst
Germany's most far-reaching
websites and represent various
online activities. Trade
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4. Design of the study
Replacing advertising: over a period of four weeks, an average of eight advertising
contacts were established online (four contacts in the lab) with N=1000 Internet
users (representative of general Internet).
Parameters: in addition to classic survey data, online behaviour, the implicit brand
image (i² BRANDREACT) and eye movement were recorded.
Implementation: the biotic campaign simulation using the i² server and a natural
usage situation guarantee the highest possible level of validity in recording the
advertising effect of on-screen advertising.
Automotive sector Electronic entertainment FMCG Trade
appliances
N (lab) N (online)
Test group 1 Contact - - KG Contact - - KG 30 250
Test group 2 Contact KG - - Contact KG - 30 250
Test group 3 - KG Contact - - KG Contact - 30 250
Test group 4 KG - - Contact KG - - Contact 30 250
N total N=120 N=1000
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5. Campaign delivery
The i² server removes any
advertising on the defined fields User
and replaces it with the behaviour
advertising to be tested. x
Each replacement is logged to
relate the contact frequency
i² server Internet
with the advertising and the
advertising effect in the
analysis. Tracking Simulation Survey
The user behaviour is also
recorded using the i² server and Data evaluation
eye square.
Time spent and frequency of website visits, clicks on
websitestransitions between websites
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6. Overview of results
Implicit added value of on-screen advertising clearly proven
Online behaviour
• As the most important implicit parameter of the advertising effect of on-screen
advertising, online behaviour shows a strong and robust influence on all Internet
users involved.
• In contrast to the explicit effects, brand-specific online activity increases as the
distance from the advertising contact grows. This shows the most significant implicit
added value of on-screen advertising.
Implicit brand image
• The implicit brand image is also considerably improved across all sectors and
campaigns.
• In the process, on-screen advertising is able to influence the brand image more
positively across all sectors and creations when performed implicitly, rather than
explicitly.
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7. On-screen advertising has a positive effect on online behaviour
Over the course of four weeks, contact with on-screen advertising leads to higher
usage of brand domains.
It becomes evident that response values, such as the click-through rate (measures
real-time reactions by the Internet users), heavily underestimate the long-term
effects of on-screen advertising:
• as a result, users are obviously less inclined to immediately and explicitly change
their behaviour upon coming into contact with on-screen advertising.
• In the long term, contact with on-screen advertising triggers an activation potential
on an implicit level that can even be triggered several weeks later. If – for example
– the user is browsing the Internet and has a target that matches the brand's
content.
Searching for a new product on the Internet, users'
behaviour is influenced by any on-screen advertising they
may have seen – even if that was weeks ago.
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8. Long-term implicit effect of on-screen advertising on online
behaviour
In particular if several advertising contacts take place at the start of the tracking
period, a considerable increase of the number of users with contact to the domains
of the advertised brands becomes evident.
This shows a strong long-term implicit effect of on-screen advertising.
Number of users with domain contact (in %)
10%
Period between the
most advertising
contacts and the
survey
Treatment
Control
5%
50%
+ 42.4% + 46.0% positives Δ in %
+ 15.4%
0%
Hauptwerbekontakt eine Woche vor Hauptwerbekontakt gleichmäßig Hauptwerbekontakt vier Wochen vor
Befragung verteilt Befragung
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9. Explicit advertising effect is at its strongest in the short term
and implicit indicators show long-term effects
While the awareness score shows the strongest effects after recent advertising
contact, on-screen advertising has an implicit effect even in the longer term.
On-screen advertising is able to sustainably increase brand-specific online activity of
Internet users and the influence peaks if the main advertising contact is at the
beginning of the four weeks.
Advertising effect between treatment and reference group (Δ in %)
+ 46.0%
+ 42.4%
Explizite Wirkung (Awareness)
Implizite Wirkung (Verhalten)
+ 14.9% + 15.4%
Period between the
most advertising
+ 4.6% + 1.1% + 0.6%
contacts and the
survey
Hauptwerbekontakt direkt Hauptwerbekontakt eine Hauptwerbekontakt Hauptwerbekontakt vier
vor Befragung Woche vor Befragung gleichmäßig verteilt Wochen vor Befragung
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10. Considerable implicit added value of on-screen advertising
The explicit brand awareness that on-screen advertising is able to create and that
can actively be recalled by users decreases over time, as expected.
The implicit impression that on-screen advertising creates can be demonstrated over
a more prolonged period of time. Its chance of influencing active decisions in users'
behaviour increases with time.
The implicit added value of display advertising increases as the distance from the
advertising contact grows. Advertising effect recordings aimed purely at short-term
reactions, such as an explicit analysis of awareness or the evaluation of CTRs,
therefore underestimate the influence of on-screen advertising.
Advertising implizit
effect explizit
Distance from contact with advertising
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11. Implicit brand image using i² BRANDREACT
Apart from explicit agreement about whether certain characteristics match a brand
or not, the reaction time for the response is also recorded.
The reaction time provides direct information about the association strength between
the characteristic feature and the brand:
• Terms that were assigned quickly represent a clear and emotionally strong
characteristic feature of the brand.
• Terms that were assigned slowly, on the other hand, put customers in a
cognitive cognitive situation. They are able to assign the attribute only after
quickly thinking about it.
BRANDREACT provides the implicit brand image
using the combination of consent and reaction time.
In the process, the brand image is shown as a
combination of balance/stimulance/potency. This
combination is oriented towards basic human
values (limbic types).
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12. Positive implicit effect on the brand image
In the process, categories such as "Security"
and "Joy" have particularly strong implicit
effects.
Sicherheit
The implicit brand image can also be improved
in categories such as "Curiosity", "Adventure" Sicherheit
STIMULANCE
Freude Disziplin
and "Power".
In contrast to the previous assumption that the Freude Disziplin
Internet as a medium can only address
dimensions such as "Potency" and Neugier Macht
"Stimulance", the study also shows an increase
in the "Security" aspect. Corresponding Neugier Macht
Abenteuer
campaign content can prevail at the level of the
implicit brand image. Abenteuer
Basis: more than one contact in the last week prior to the survey. mit Werbekontakt ohne Werbekontakt
The circle represents the three dimensions "Balance", "Dominance" and "Stimulance". Two categories are assigned to each dimension. A specific
weighting between the dimensions results from agreeing or disagreeing to adjectives describing the categories. The stronger the characteristics of the
categories are taken into account, the more the line connecting the categories moves away from the centre.
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13. Considerable implicit added value for the brand image
In contrast to smaller, explicit effects, it is possible to prove a very considerable
added value of implicit on-screen advertising.
The implicit added value on an image level can be proven consistently. In the short
and the long term, on-screen advertising can influence the brand image more
positively in an implicit fashion than an explicit one.
i² BrandREACT brand image score (overall)
Gestützte Markenerinnerung (in %)
0.99 0.97
1 97% 100%
100%
0.80
0.76
80%
0.68
0.61 0.63
60% 0.58
0.44 0.47 40%
0.36
20%
0.26
0%
gesamt
0
Sicherheit Disziplin Macht Abenteuer Neugier Freude
ohne Werbekontakt mit Werbekontakt
Basis: more than one contact in the last week prior to the survey.
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14. Learnings
On-screen advertising has an effect, even without clicking.
• On-screen advertising shows a solid implicit advertising effect, regardless of
response rates that are perhaps not particularly strong.
• In particular, on-screen advertising ensures an implicit improvement of brand
performance and increases brand-specific Internet behaviour, which can not be
ideally represented using indicators such as CTR and classic surveys.
On-screen advertising demonstrates a considerable implicit added value.
• While explicit influences such as awareness are less prominent the greater the
distance from the advertising contact, implicit parameters such as online behaviour
can prove the considerable long-term effects of on-screen advertising.
On-screen advertising creates positive implicit brand values.
• The brand image also demonstrates a considerable implicit added value. While the
brand image can hardly be influenced explicitly, there is a considerably more
positive effect after advertising contact on an implicit level for the brands involved.
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15. Thank you for your attention.
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