Video advertising on Sanoma’s news sites stops the scrolling – research shows
Video advertising is one of the most effective ways to make an impact. These three research facts gathered by Video Commercial Manager Tuomo Sinkkonen show that the attention value of video advertising in Sanoma’s news media environment beats social media giants.
Research fact 1:
Video ads placed on news sites have higher viewing percentages than expected.
People typically spend more time on news media websites than on other sites. The good news in terms of video advertising is that people scroll through news websites 31% more slowly than social media sites, for example.
The biggest challenge for video marketing is to get your target audience to stop at content. According to research, a video in Sanoma’s news media environment stops the scrolling. When we take 25% video impressions as the baseline, we can say that after the first few seconds, every tenth person (10.3% of the audience) continues watching in Facebook and Instagram feeds, stories and reels. In Sanoma’s news environment, half (50.1%) the audience is still watching*.
Of video ads on Facebook and Instagram, 1.8% are viewed until the end. In Sanoma’s news environment, the figure is several times higher: 24.9%**.
This means that in the news environment, a video ad gets a much better chance of being viewed. Of course, creative execution plays an important role in whether or not advertising is noticed.
Research fact 2:
Video ads placed on news sites have better attention value than expected.
Viomba’s eye movement study measured how many ad impressions there were on the screen, how many of them were loaded, how many even looked at the advertising, and for how long the video ad was viewed.
Research results show that in the mobile IS.fi environment, 83% of ads are seen in some way, while, for example, in the Facebook feed, the share remains at 46%***.
The news environment holds its own quite well when compared with social media in terms of measuring attention.
Research fact 3:
Creative makes the figures.
More than 600 video ads were published on IS.fi from January to March. By analysing them, it turned out that a visually clear creative works best on news sites. The best-performing ads were the ones that provided visual pleasure. Playfulness, cheerfulness and colours work, as does a surprising direction of movement of the elements. A close-up of a person’s face captures attention effectively.
We recommend using creative content made for social media in Sanoma’s network. We offer a media environment where your content is likely to perform better when measured with video analytics.
Contact us and take your business to the next level with Sanoma’s newsmediavideo solutions.
*Source: Spots of 0–3 seconds. Nelonen Media, HS, IS, for video. Meta Business Manager 2023–2024, 255 million ad impressions, videos viewed up to 25% in relation to starts. Sanoma’s outstream campaigns 2023–2024. 730 million ad impressions, videos viewed up to 25% in relation to starts.
**Source: Spots of 0–3 seconds. Videos viewed 100% in relation to starts. Nelonen Media, HS, IS, for video. Meta Business Manager 2023–2024, 255 million ad impressions. Sanoma’s outstream campaigns 2023–2024. 730 million ad impressions.
***Source: IS instream & outstream video advertising. Viomba January–March 2024. FB feed, Lumen digital panels, IG, TikTok, Lumen studies.
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