Magna also wanted to assess cross-platform message sequencing. Over the course of two months, the companies measured the effect of the number of exposures (one, two to four, five to eight and nine-plus) on awareness, purchase intent and brand favorability.
The research suggests that on OTT devices, brand favorability increased slightly more at nine-plus exposures (64%) than it did at two to four exposures (60%), indicating that if messages are paced thoughtfully, a brand could stay top of mind at a higher frequency without oversaturating the consumer.
Hulu worked with Magna, Interpublic Group’s strategic investment arm, and Kantar Millward Brown to measure 10 advertiser campaigns between Q2 and Q3 to understand how mobile and over-the-top TV ads complement (and differ from) one another.
Hulu and Millward used a range of control tests, isolating ad exposures on PC, mobile and OTT, and measuring the percentage lift in aided awareness, online aided awareness, brand favorability and purchase intent within each channel and overall.
Although Hulu had conducted ad effectiveness research for years on desktop, standard measurement didn’t factor in that more than 70% of Hulu viewing now happens on living room devices like game consoles and connected and smart TVs.
Hulu already augments Nielsen and comScore for third-party measurement, but it increasingly found marketers preferred deeper metrics around purchase intent and recall to proxies like views or completions.