Last week, the findings from an important new study that we created with Map the Territory for Thinkbox were unveiled at a big event at the very snazzy Ham Yard Hotel.
Called Context Effects, the study uncovered the key factors influencing in-home video advertising performance, and demonstrated the importance of the living room in dialling-up ad effectiveness.
At Tapestry, we love to make the complex beautifully simple, and this study is a great example of doing just that. We took a whopping 348,435 data points from 5,000 viewing occasions, and used a technique called Structural Equation Modelling to reveal the complex inter-relationships that exist in the living room to make this such a powerful environment for advertising (we found that the living room drove 176% better ad recall than the kitchen, 10% higher than the bedroom, and 22% more than all other rooms in the home).
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You can see the full presentation with key findings on the Thinkbox website here. Or get in touch with Jemma if you’d like to discuss the findings in more detail.