New research conducted by Nielsen for mobile video advertising company AdColony proves that the influence of the 3rd screen is dramatically expanding and becoming a significant factor for brand results.
The co-branded “Cross-Platform Video Ad Effectiveness Study” shows that cross-screen viewership, defined as TV and mobile on smartphones and tablets, can drive purchase intent for a brand by 72 percent.
With so many consumers multi-tasking while watching TV, this new research set out to measure the impact of “being” with the consumer across all the devices including simultaneous viewership of TV and mobile devices to measure how effective mobile video ads complement television campaigns.
The Wild, Wild West for advertisers
“To date, mobile has been the wild, wild west for advertisers,” said Will Kassoy, CEO of AdColony.
“This research was designed to assess the incremental impact of complementing TV with mobile video advertising, and measured key brand metrics including recall, purchase intent, brand favorability and desire to search.
“With upwards of 80% of consumers multi-tasking while they are watching TV, a cross-screen video advertising strategy is paramount.”
The study was conducted at the CBS TV City Media Lab at MGM Las Vegas, where consumers were asked to watch a 30 minute TV show and engage with mobile and tablet devices.
During the TV show, a 15 second ad for Universal Studio’s movie Contraband, featuring Mark Wahlberg, appeared during the commercial break, followed by a 15 second spot served using AdColony’s Instant-Play™ HD Video Ad technology on iPhones and iPads.
The cross-screen results were dramatic including:
- Purchase intent for Contraband spiked by 72% for cross-screen viewers from 18% to 31%.
- Brand recall for the movie was 69 percent higher for cross-screen viewers compared to TV only viewers. Ad recall on TV only was 55%; Cross-screen viewership increased recall to 93%.
- Cross-screen viewers also were 160% more likely to recommend the movie to a friend or family member.
- Cross-screen was 5.5x more effective at driving search. Only 4% of TV only viewers intended to search for Contraband after seeing the ad; that rose 22% for cross-screen viewers.
“These findings further illustrate what the industry has long believed, but could not validate in the past — that the third screen, when combined with TV, significantly improves purchase intent,” said Eric Johnson, CEO at Ignited.
“We’re excited about the potential of these findings and putting them into play to optimize effectiveness for our clients.
“We expected this study to be high-impact and it was,” said Frank Stagliano, General Manager of Nielsen Entertainment Television.
“There’s a growing trend towards simultaneous usage of media across platforms, and reaching consumers during those times can dramatically improve the effectiveness of an ad campaign. That’s because cross platform campaigns give an immediate call to action that’s not always available when advertising on TV alone.”
In addition to running mobile video ads throughout the day, Kassoy urged brands to consider day-parting strategies where appropriate, that would complement concurrent television spends and immediately engage users to learn more about brands. For more information or to download the study, please visit http://adcolony.com
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