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American Airlines sees “triple digit” brand awareness lift in UK connected TV ad trials

American Airlines has seen a “triple digit” increase in brand awareness following a series of connected TV ad field trials in the UK.

The trials are being run by video ad network Rovi, which has paired with UK consultancy Decipher in the UK to conduct the trials which tests consumer reaction to campaigns run across the internet-connected TVs and Blu-ray players which are part of Rovi’s network, including Samsung devices.

The airline and its agency Universal McCann ran a campaign called The New America, across connected TVs and Blu-ray players from manufacturers including Samsung, Sony, Panasonic and Toshiba.

Interactive banner ads were placed at selected areas of the TV interface including the entertainment search areas. Viewers that clicked through on the ads were taken through to a branded destination where they could watch video content.

The airline has reported a 254 per cent hike in "brand favourability" from viewers exposed to the brand ads versus a non-exposed control group, claiming a 308 per cent lift in viewers’ association with key brand statements.

Meanwhile purchase intent was also higher for those exposed the ads, with viewers “four times” more likely to book a flight with the company than the non-exposed groups, according to the report.

American Airlines' marketing director for EMEA Steve Davis said: “Consumer entertainment viewing habits are clearly evolving and moving to more platforms and devices. We are pleased to be teaming up with innovators like Rovi to help us use these new consumer touch points to increase brand awareness and a greater understanding of ‘The new American Airlines’ among our key target audiences.”

Richard Johnston, head of TV for Universal McCann Manchester, said: “Triple digit lifts certainly make you sit up and take notice. We’re delighted by the results of the campaign for American Airlines and, more broadly, the opportunities that advanced advertising on connected devices can afford our clients.”

Meanwhile the study also revealed that over half of connected TV owners are female, while owners now represent a more balanced range of age groups with over 34 year olds using the platforms more, according to data from the third quarter of 2012 to the first quarter of 2013.

The report claims more households are becoming comfortable using their connected TVs, with nearly half (49 per cent) of respondents stating that they use their connected TV or Blu-ray player at least once a week, and the majority (84 per cent) saying that more than one user at home accesses the connected features – up 23 per cent in the previous study.

Awareness of ads on connected TV platforms also rose in the first quarter of this year, with 55 per cent of respondents in the first quarter of 2013 claiming they have noticed advertising – up 14 per cent on the previous quarter.

Meanwhile one in ten claim to have also clicked through on the advertising, an increase of eight per cent since the previous quarter.

Connected TV ads also inspire action with one in four respondents exposed to ads on the platform claiming to have watched the video featured, with 19 per cent of those going on to purchase the advertised product, according to the report.

Other key facts from the report:

  1. One in two people claim they buy their connected TVs to access video-on-demand content on the bigger screen.
  2. Online usage in multi-device households has caught up with TV viewing with connected households spending 3.6 hours online at home as well as watching TV.
  3. Connected TV owners are heavy device users and 93 per cent of those also owning a tablet indicate they use it as a second screen while watching TV.
  4. Connected TVs are becoming more innovative and consumers are expecting more of them as well. Now, two in five connected TV owners would use a product which can recommend TV shows they would like to watch – a 59 per cent hike from last quarter.
  5. While premium video content apps remain popular and frequently used, user-generated content is being accessed more often with monthly usage of YouTube and Facebook each increasing, respectively, by about 20 per cent quarter-on-quarter in Q1 2013.
  6. Content discovery remains one of the main reasons for accessing the connected TV platform – with 35 per cent of people using it for this.
  7. More than two thirds of respondents said they are more satisfied with their TV because of 'smart' features while 70 per cent of connected TV owners are likely to recommend the platform to others.

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