TV + mobile ad campaigns drive huge lift

Cross-screen viewing can drive purchase intent for a brand by 72%, according to new research conducted by Nielsen for mobile video advertising company AdColony.

The Cross-Platform Video Ad Effectiveness Study looks at cross-screen viewing, which is defined as TV and mobile viewing on smartphones and tablets, in a bid to measure the impact of ads on consumers who use devices simultaneously.

“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 favourability 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.”

Consumers were asked to watch a 30 minute TV show in the US and engage with mobile and tablet devices. During the TV show, a 15 second ad for Universal Studio’s film Contraband appeared during the ad 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 showed that purchase intent for Contraband spiked by 72% for cross-screen viewers. Brand recall for the movie was 69% higher for cross-screen viewers compared to TV only viewers, while ad recall was 93% compared with 55% for TV-only viewers. Cross-screen viewers also were 160% more likely to recommend the movie to a friend or family member.

Read the full article here.