A new study examining media efficiency across television and mobile video reveals how mobile complements TV viewing – and how advertisers and agencies can leverage the two mediums to cost-effectively reach consumers where they are consuming media.
Commissioned by BrightRoll and conducted by Nielsen, the study set out to determine how the pairing of mobile and TV advertising can build incremental reach for brand marketers and improve cost efficiency.
The research found that while TV remains the first screen, video consumption on mobile devices is increasing at record levels. As a result, complementing TV buys with an incremental investment in a mobile advertising strategy could reduce advertisers’ cost per target rating point by as much as 13.7% when 15% of budgets are deployed on mobile video.
The study also revealed that using mobile video alongside TV campaigns could increase a marketer’s targeted reach by as much as 12.7%.
“While TV still has the broadest reach among mass media channels, consumer habits have dramatically changed and mobile video is poised to become an integral part of how brands connect, engage, and convert their key audiences,” said Andrew Feigenson, managing director, digital, Nielsen.
“Brand marketers are expecting to increase their mobile video media investments to capture the attention of consumers whose attention is being spread across multiple screens.”
Tim Avila, senior vice president, marketing operations, BrightRoll, added: “The proliferation of mobile video consumption has created new challenges for brand marketers who seek to reach audiences wherever they are watching video.
“This study demonstrates that mobile video can be a powerful complement to TV advertising, and offers insights that will help advertisers execute campaigns to engage these harder-to-reach audiences.”
