A recent study of video advertising in the home found the ideal setting for successful ad recall is...you guessed it - the living room!

Imagine this: you're curled up on the couch with loved ones, enjoying a captivating movie on the big screen. Sounds like a perfect scenario for ads to leave a lasting impression, right? 

When all these elements come together, the magic happens. Ad recall skyrockets to an average of 32.5%!

Conducted jointly by Map The Territory and Tapestry Research and commissioned by Thinkbox, the 'Context Effects' study delves into the crucial elements that shape the performance of in-home video advertising.

Key findings include:

• High quality, professionally-made video content drives 60% higher ad recall than non-professional.

• People are 44% more likely to trust advertising seen within professional content.

• TV screens drive the highest advertising recall: 34% more than ads seen on a computer, 60% more than on a tablet/smartphone.

• Audio is important: having a soundbar in a viewing occasion on a TV screen increases ad recall by 20%.

• Ad recall increases by 23% when watching with others.

• TV is the social medium: 44% of TV is watched together with others, compared with 10% for YouTube.

• The least favourable combination involved watching low-quality content alone in the kitchen, resulting in an average ad recall of 5.1%.

• The right in-home advertising context can increase ad recall by up to 6.3 times.

Why Is The Living Room Effective For Advertising?

The study identified four key contextual factors that drive ad recall at home. In order of influence, these were:

1. Watching professional video content

2. The TV screen

3. Being with company

4. Our mood

The study highlighted that the living room provides a very powerful fusion of these four elements, making it the prime environment for advertising success within the home. In comparison to other rooms, advertising experienced in the living room resulted in significantly better ad recall among respondents; concluding that the living room is:

• 176% better at driving ad recall than the kitchen

• 10% better than the bedroom

• 22% better than all the other rooms in the house

The Primacy of Professional Content

Living rooms are all about professionally-produced content. A whopping 80.2% of living room video viewing involves TV shows and movies (source: Barb). User-generated content like YouTube clips only makes up 5.1%. This focus on professional content matters for advertisers – the study found 60% higher ad recall for professionally-produced content compared to non-professional videos. That’s not all - they were also 44% more likely to trust and 39% more likely to find the ads entertaining.

The study revealed a fascinating link - enjoyment directly boosts ad recall. So, when viewers are engaged and entertained by the main program, they're more receptive to the ads they see within it!

Big Screens and Big Memories

The study found a clear connection between screen size and ad recall. Viewers remembered ads 34% better on TV screens compared to computers, and 60% better than those seen on tablets or smartphones. But it's not just about size – sound quality matters too. Adding a soundbar to your TV setup was found to increase ad recall by an additional 20%.

In short, the research highlights the power of the living room environment for advertising. Big screens, immersive audio, and a relaxed viewing experience all contribute to making ads more memorable.

Ads Get A Boost With Company!

People remember ads better when they watch them with others. The study showed a 23% jump in ad recall for viewers who weren't alone, highlighting the power of shared experiences – discussions, reactions, and laughter can all make ads more memorable.

And guess what? The living room reigns supreme for these social viewing moments. According to Barb, a huge 89% of shared viewing happens there, compared to bedrooms (7%), kitchens (2%), and other areas (3%). So, if you're looking for ads to resonate, aim for the living room where people gather and connect.

Social Media Is Not That Social

The study debunks the myth of "social" media. While the name suggests connection, Barb data reveals a different story. Across all TV formats (live, playback, BVOD, SVOD), 44% of viewing is done together. That's compared to a measly 10% for YouTube.

Why such a difference? The living room is a social space, perfect for shared experiences. TV shows and movies become conversation starters, fostering a sense of connection. Social media, on the other hand, is becoming increasingly personalised, catering to individual tastes rather than encouraging group viewing.

This has implications for advertisers. Ads placed around non-professional content (like YouTube videos) can be tailored to specific demographics. However, the research suggests a higher risk of viewers skipping these ads, since they can disrupt the personalised content experience.

To conclude, context is king! By placing ads in the right environment, you can increase their effectiveness by an amazing 6.3 times. So, the next time you're crafting an ad campaign, consider the power of the living room and the magic of shared experiences.