MAM
Internet ads increase purchase likelihood by 80%: Lightningcast study
NEW YORK: Lightningcast which claims to be the industry leader in advertising technology and services for interactive broadcasters has announced the results of a study demonstrating the quantifiable effectiveness of online video advertising for building brands.
The study indicates a significantly higher advertiser awareness, greater likelihood to buy the product and higher brand favourability among consumers, specifically due to the online ads.
Lightningcast partnered with independent research company Dynamic Logic to quantify the impact of an Internet ad campaign for the Hyundai Tiburon automobile that ran on the Lightningcast network of interactive broadcasting sites. The study showed that online video advertising succeeded in significantly increasing awareness:
— Web users exposed to the online ad were 80 per cent more likely to be aware of the Tiburon than a control group that did not view the ad.
— Web users exposed to the online ad expressed a 46 per cent higher likelihood to purchase the Tiburon compared with the control group
— 14 per cent of web users who were aware of the ad and expressed an interest in purchasing the Tiburon said they had a more favorable impression of Hyundai than did the control group.
Internet Marketing Manager for Hyundai Motor America James Fabin said: “Reaching the broadband consumer is of growing importance to Hyundai’s online advertising strategy. The online ads were a natural extension for Hyundai to use our existing advertisements. When viewed by users over a broadband connection, the ads were less intrusive and seen as more of an integrated part of the viewers’ expected experience. The impact and response by consumers outperformed other online ad campaigns we’ve tried.”
The Hyundai research involved a randomly sampled group of 628 Internet users, 228 of whom were shown a 30-second ad created and delivered online using video streams. Another 400 people formed the control group.
VP research services at Dynamic Logic Molly Hislop said :”Advertisers and their agencies should look to this study for valuable learning on how to effectively harness the power of broadcast style advertising to build brand awareness, communicate messaging and persuade consumers. These results provide keen insight to advertisers looking to place traditional creative online to complement offline media campaigns.”
Chairman & CTO of Lightningcast Tom Des Jardins said: “Extending the powerful impact of video advertising online, in a one-to-one viewer experience, has an extraordinary effect on influencing viewers, and enables advertisers to target them by zip code, age and gender. The Hyundai study proves the unique value to advertisers of the interactive benefits of online streamed advertising, using the Lightningcast MediaThunder ad server.”
MAM
JioStar unveils ‘The Winning Edge’ playbook for live cricket advertisers
Data-led guide shows multi-screen, sponsorship strategies drive higher impact
MUMBAI: JioStar has launched ‘The Winning Edge’, a data-backed advertising playbook aimed at helping brands maximise impact on live cricket, positioning the sport as one of the most powerful marketing platforms in India.
Built using billions of impression-level data points across marquee cricket properties and validated through studies by Kantar, the playbook offers practical insights into how brands can drive measurable outcomes such as awareness, recall and purchase intent.
The findings make a strong case for live cricket as a growth engine for both new and established brands. According to the report, new advertisers on live cricket campaigns saw up to 6.9 times higher brand awareness and up to 10.8 times higher purchase intent compared to industry benchmarks. Established brands also recorded gains, with up to four times higher awareness and nearly five times higher purchase intent.
Speaking about the initiative, JioStar head of sales sports Anup Govindan said, “The Winning Edge, developed in partnership with Kantar, is built on rigorous, data-backed analysis of how real brands have performed on our platform across categories, objectives, budgets, formats and tournament phases. The study reaffirms that when it comes to driving real outcomes such as awareness, consideration and purchase intent, nothing matches the intensity, scale and impact of live cricket. The depth of attention and emotional engagement during live moments creates a multiplier effect that non-live environments simply cannot replicate.”
One of the standout insights is the advantage of multi-screen strategies. Campaigns that ran simultaneously across linear TV, connected TV and mobile delivered up to seven times higher purchase intent than single-platform campaigns, with minimal audience overlap ensuring incremental reach.
The playbook also highlights the impact of combining formats. Brands using both video and display formats saw up to 7.4 times higher brand awareness compared to those relying on video alone.
Sponsorships emerged as another key lever. Brands with formal sponsorship deals recorded up to nine times higher purchase intent and up to eight times higher ad awareness than those opting only for standard inventory buys. Adding pre and post live studio programming further boosted aided awareness by up to 2.1 times.
Crucially, the report identifies high-impact in-match moments such as Super 4s, Super 6s, DRS and fall of wickets as prime opportunities for brands. Campaigns aligned with these moments delivered uplifts of up to 10 times in awareness and up to seven times in recall, reinforcing the value of contextual advertising.
Echoing these findings, Kantar managing director and chief client & solutions officer Soumya Mohanty said, “Numerous Kantar Brand Lift Studies have demonstrated the incremental impact of live cricket advertising, with results consistently ranking at the top end of Kantar’s Brand Lift database. This playbook distils those insights into actionable media planning and creative recommendations to help advertisers drive stronger outcomes in live cricket environments.”
With live cricket continuing to draw massive, highly engaged audiences, JioStar is positioning ‘The Winning Edge’ as a blueprint for brands looking to move beyond visibility and towards measurable impact.
As the competition for consumer attention intensifies, the message is clear. In the world of sports marketing, playing smart may matter just as much as showing up.
