Identifying the "Ideal" Video Advertising Media Through Six Factors

This paper introduces some of the survey results and proposes a method for inferring the "ideal" media using six factors extracted from the survey.

■Survey: "Analysis of Usage Characteristics and Attitude Change in Video Advertising Media"

(Detailed survey conditions are listed at the end of the article)

●Candidate Media: 30 types across 7 categories; 23 impression items were set. Consideration was given to reflect the current trend toward media diversification as much as possible.

● Attitude Change Items: Attitude change was defined across 4 categories and 10 items. Reflecting recent campaign trends, we included "attitude changes not directly related to purchase," such as "BUZZ diffusion" and "FAN conversion."

●Survey Content: Respondents were asked about "media usage experience," "impressions during use," and subsequently "attitude changes triggered by advertising exposure on that media" (see Figure 1). Responses were analyzed using a method called "factor analysis*."

Figure 1: Questionnaire Items for Factor Analysis

Six extracted "media usage characteristic factors"

Factor analysis of the survey results yielded six interesting factors (see Figure 2).

These factors are considered to influence changes in user attitudes during media use. They will henceforth be referred to as "Media Usage Characteristic Factors."

Figure 2: Six "Media Usage Characteristic Factors"

While familiar factors like "Social Context/Situational" and "Habitual" strongly evoke television viewing, the factor "Controllability" was also extracted, likely reinforced by online video streaming/sharing services. "Interactivity" appears closely related to SNS. Traditional media usage characteristics such as "Immersion/Escapism" and "Serendipity" also emerged.

Currently, the impressions consumers receive when using media can largely be summarized by these six factors.

The Attitude Change Effects of the Six Factors on Users

Let's examine the relationship between the six media usage characteristic factors and their attitude change effects (see Figure 3).

The values in the table indicate "the degree of influence each factor exerts on each attitude change effect." Red indicates a positive influence, while blue indicates a negative influence.

Figure 3: How Much Do Media Usage Characteristics Boost (or Lower) Attitude Change?

✓ The "Social Context" factor influences positive cognition
The "Social Context" factor shows a positive effect on overall attitude change within the cognitive interest system.

The characteristic desire for information, "wanting to understand the state of the world," associated with this factor likely means that advertisements are often perceived positively as "one form of information." Consequently, it is thought to have a favorable impact not only on memory but also on attitude change, such as favorability and interest.

Media with a strong presence of this factor can be considered advertising media where a "positive cognitive effect on the product" can be expected.

✓ The "Interactivity" factor is all-around
"Interactivity" positively contributes to all attitude changes except memory and BUZZ diffusion.

This factor is characterized by a sense of community among users. The information circulating is perceived, in a sense, as "conversation among peers," making it easy for even advertisements to be internalized as "personal matters." Consequently, it is presumed to positively influence a wide range of attitude changes.

Media strong in this factor can be considered advertising platforms with "all-around potential to address various challenges."

✓ Are the "Controllability" and "Habituality" factors limited to memory effects?
These two factors have a negative impact on nearly all attitude changes except memory.

"Controllability" indicates a high level of "purposefulness" during media contact. With this type of media use, even if the ad is remembered, it is thought to have the effect of causing aversion to unintended ad displays.
Conversely, "habituality" indicates a low level of purposefulness in viewing. Merely being exposed to the media makes it difficult for viewers to notice the displayed advertisements.

For media with strong influences of these two factors, it is advisable to consider using them solely for their memory effect or to implement measures to counteract the negative effects.

✓ The "Liberation/Immersion" factor deepens customer connections
"Liberation/Immersion" positively influences attitude change, particularly in BUZZ diffusion and FAN conversion.

When users are "immersed" in content, ads they like are consumed in a way similar to favorite content, making them more likely to want to share them with others (BUZZ diffusion). Furthermore, the feeling of being "liberated" is thought to have an effect that promotes FAN conversion by striking an emotional chord.

Media strong in this factor can be considered suitable advertising platforms for solving contemporary marketing challenges, such as generating buzz around ads and strengthening customer engagement.

✓ The "Serendipity Factor" is effective for sales promotion
"Serendipity" is characterized by its positive effect on changing attitudes related to purchase consideration. Incidentally, serendipity refers to "a wonderful chance encounter" or "an unexpected, delightful discovery."

When consumers engage with media while harboring "expectations for new discoveries relevant to themselves," they likely perceive advertising information in a mode of "Does this align with my own latent purchase consideration triggers?"

For media with a strong serendipity factor, advertising becomes a kind of "divine revelation," making it an excellent advertising medium for sales promotion support.

Understanding Media Characteristics Through Multiple Factor Combinations

The six media usage characteristic factors can positively or negatively influence user attitude change. Furthermore, each factor excels at different types of attitude change, revealing both strengths and weaknesses.

So, which media possess which factors? (See Figure 4)

Figure 4: Average Factor Scores by Media for Platform Image

This table shows that each media has distinct strengths (or weaknesses) in these factors.

For example, we can see the following:

・ "Societal/Situational" is strong for TV (live viewing), Twitter, and news media
・ "Control" is strongfor TV (recorded viewing) and video sharing services
・ "Interactivity" is strong on SNS
・ "Habituality" is strongin TV (live viewing) and Twitter
・ "Liberation/Immersion" is strongwith TV (recorded playback viewing) and video sharing services
・ "Serendipity" is strong withTV (live viewing) and MERY

*MERY has made all articles private since December 7, 2016 (as of April 21, 2017).

The distinct strengths (or weaknesses) of these factors imply that different media excel at inducing different attitude changes. When selecting media for video ad placements, it seems crucial to assign roles based on each medium's factor characteristics.

Let's delve deeper using the "Media Usage Characteristics Factors." Here, we introduce an analysis that infers the "ideal" advertising media for specific marketing challenges based on combinations of particular factors.

We believe this provides a perspective for considering the marketing role of each medium.

Ideal Advertising Media ①: "One-Stop Sales Promotion Support Media"

If a media outlet possesses both strong "Societal/Situational" and "Serendipity" factors, it can be expected to function as a "One-Stop Sales Promotion Support Media," capable of driving a series of attitude shifts from awareness to purchase.

This could be considered the "ideal" advertising medium for promoting nearby goods.

Figure 5 shows a graph with these two factors on the vertical and horizontal axes.

Figure 5: Correlation of "Societal/Situational Context" and "Serendipity" Factors Across Media

Media in the first quadrant (upper right of the graph) indicate strong "Social Context" and "Serendipity" factors.

Media such as "TV (real-time viewing)", "Twitter", "C CHANNEL", "MERY", "Digital Magazine Editions", and "NewsPicks" fall into this category, demonstrating the potential to serve as "one-stop sales promotion support media".

Ideal Advertising Medium ②: "All-Purpose Awareness-Building Advertising Medium"

If a media platform existed that combined "world/situational relevance" and "interactivity, " it could be expected to have a positive effect on all attitude changes except BUZZ diffusion, while maintaining a focus on awareness and consideration. In other words, it would possess the qualities of an "All-Purpose Awareness Advertising Media."

Wouldn't this be the "ideal" advertising medium capable of broadly addressing any advertiser's challenges?

For media possessing both factors, please refer to Figure 6.