Can I use junbi to test my TV ads?

One question we get asked a lot is "Can I use junbi to test my TV ads?". A perfectly understandable question, but it comes with a bit of a complex answer. This is why we've written it up nicely in a knowledge-base article for you!

What exactly can be tested on junbi?

Technically, the junbi platform will accept any video files in mp4, mov, or m4v format up to 90 seconds long. Currently, the available 'Viewer modes' to test your ad with are Desktop, Desktop Theater, Mobile, and Connected TV. More information on these viewer modes can be found in the related knowledge-base article.

How is it different to test Connected TV ads and Traditional TV ads?

The prediction will be produced in the same way for your TV ad as it would with a YouTube ad. However, the first thing to consider when answering this question is that the scores you receive on junbi are normative scores that are calculated relative to a benchmark of YouTube ads. Therefore, if you upload your TV ad, it is being compared only with ads from YouTube, which are not always the same as TV ads in length, style, and narrative.

What have we learned about testing TV ads from Neuromarketing?

From our experience working in the field of Consumer Neuroscience with our parent company alpha.one, we have learned that Traditional TV ads tend to be slightly longer, they emphasize more of a story, pay a lot of attention to sound, and importantly, they are viewed in a very different way.

According to research from Ipsos, the proportion of attention paid to advertisements when watching TV is significantly less than other devices like mobile, as people tend to multitask and flick between channels more regularly. Therefore, this means that there are more variables to consider when creating a prediction for TV ad effectiveness based on attention. However, we are currently researching this topic and working hard to better understand how we can provide an effective solution for junbi users.

Additionally, we also ask our users to indicate which type of YouTube ad type they are testing when setting up their prediction. This means that your ad will only be compared to other ads of that ad type. Again, the prediction will technically be created the same way - but all the benchmark scores you receive will be relative to the ad type you selected. Since we do not currently offer an option for TV ads, this is not possible. More information on the supported ad types can be found in this knowledge-base article.

Is testing TV ads a deal-breaker for you?

However, junbi is still a relatively new product and we are always keen to hear your feedback. If you feel that testing your TV ads on junbi is very important, please reach out and we'd be happy to discuss some options with you.