New research by Nielsen reveals the results of a major cross-platform video ad effectiveness study initiated by AdColony, Horizon Media, and a major CPG brand. Fielded in May 2012, the cross-platform video ad effectiveness study measured the brand and ad effectiveness of the exact same 15-second video spot in live campaigns across TV, online and mobile. The study found that consumers exposed to the mobile video ads demonstrated significantly higher brand awareness, favorability and interest in purchasing. Overall, mobile video delivered superior results in comparison to online video and TV across all key brand and ad metrics, proving that mobile video is a high performing vehicle to drive ROI and merits greater investment in cross-screen marketing campaigns.
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