Your SlideShare is downloading. ×
0

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×
Saving this for later? Get the SlideShare app to save on your phone or tablet. Read anywhere, anytime – even offline.
Text the download link to your phone
Standard text messaging rates apply

Study: Cross-Platform Video Ad Effectiveness by Nielsen & AdColony

6,350

Published on

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 …

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.

Published in: Technology
0 Comments
10 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
6,350
On Slideshare
0
From Embeds
0
Number of Embeds
6
Actions
Shares
0
Downloads
116
Comments
0
Likes
10
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide

Transcript

  • 1. AdColony x Major CPG Brand x NielsenCross-Platform Video Ad Effectiveness Study October 2012 1
  • 2. Mobile Is The Fastest Growing Video Platform• Mobile was the fastest growing video platform in 2011 with more than 31 million users, a nearly 40% increase from the previous year• With device penetration for smartphones & tablets hitting record- highs (including the record iPhone 5 launch) usage is expected to explode over the next five years But is mobile video an effective platform for advertising? 2
  • 3. Teamed Up For 3 Screen Study On Video AdEffectiveness: TV, Online & MobileNielsen cross-platform video ad effectiveness study measured identical 15-second CPGBrand video spots across TV, online & mobile. Study measured brand recall,Major CPG Brand message recall, purchase intent & more AdColony is a leading mobile video advertising & monetization platform with proprietary Instant-PlayTM video ad technology that serves crystal-clear video ads at lightning speed 3
  • 4. Results: CPG Mobile Video Ad SignificantlyOver-Indexed The Same Ad Across Platforms Corona Ad Colony Video vs. Same Ad Norms (M21+)CPG Brand AdColony Mobile Video Ad vs. Same Ad Norms (M21+) Across Platforms Corona Ad Colony Video CPG Brand AdColony Mobile Video Ad Ad Norm Corona Same Creative Online Video CPG Brand Same Creative Online Video Ad Norm (5.11.12 - 6.7.12) Corona Same Creative TV Campaign - All Airings CPG Brand Same Creative TV Campaign - All Airing (5.11.12 - 6.7.12) 79% 58% 49% 45% 29% 24% 12% 10% 15% 8% 6% 7% 7% 6% 4%General Recall Brand Recall Message Recall Ad Favorability Purchase Interest TV Standard Ad Source: Nielsen Brand Effect (IAG), Includes all airings (Prime & Non-Prime; Sports & Non-Sports); June 1, 2011 - June 10, 2012, M21+; Significant differences at 90% confidence level or higher are indicated in bold+italics 4
  • 5. Digging deeper into the results...Mobile video effectively complements TV& online advertising; outperformed other mediums on key brand & ad metrics 5
  • 6. Mobile Video More Effective For DrivingGeneral Recall Than Online (2.7x) & TV (1.6x)% of exposed respondents who are able to recall the major creative elements of the ad(how memorable the ad is) 100% 79% 75% 49% 50% 29% 25% 0% CPG Brand AdColony Mobile Video Ad CPG Brand Same Creative Online Video Ad Norm CPG Brand Same Creative TV Campaign 6
  • 7. Mobile Video More Effective For DrivingBrand Recall Than Online (4.8x) & TV (5.8x)% of exposed respondents who recall the ad and the name of the brand/product beingadvertised (how well the ad and the brand is breaking through) 75% 58% 50% 25% 12% 10% 0% CPG Brand AdColony Mobile Video Ad CPG Brand Same Creative Online Video Ad Norm CPG Brand Same Creative TV Campaign 7
  • 8. Mobile Video More Effective For DrivingMessage Recall Than Online (5.6x) & TV (7.5x)% of exposed respondents who recall the ad and brand, and can play-back the ad’s keymessage (the net breakthrough of the ad, brand and intended message) 50% 45% 25% 8% 6% 0% CPG Brand AdColony Mobile Video Ad CPG Brand Same Creative Online Video Ad Norm CPG Brand Same Creative TV Campaign 8
  • 9. Mobile Video More Effective For Driving AdFavorability Than Online (3.4x) & TV (3.4x)% of exposed respondents who recall the ad and brand and, and reported to like the ad“a lot” or “somewhat” (the net breakthrough and appeal of the ad) 25% 24% 13% 7% 7% 0% CPG Brand AdColony Mobile Video Ad CPG Brand Same Creative Online Video Ad Norm CPG Brand Same Creative TV Campaign 9
  • 10. Mobile Video More Effective For DrivingPurchase Intent Than Online (2.5x) & TV (3.8x)% of exposed respondents who recall the ad and brand, and said that seeing the ad‘strongly increased’ or ‘somewhat increased’ their interest in purchasing CPG products 25% 15% 13% 6% 4% 0% CPG Brand AdColony Mobile Video Ad CPG Brand Same Creative Online Video Ad Norm CPG Brand Same Creative TV Campaign 10
  • 11. Compared to Online Ad Norms, Mobile VideoSignificantly Outperformed Across All Metrics Corona Ad Colony Video vs. Online Ad Norms (M21+) CPG Brand Mobile Video Ad (AdColony) vs. Online Ad Norms (M21+) Corona Ad Colony Video Corona Online Video Ad Norm CPG Brand AdColony Mobile Video Ad CPG Brand Online Video Ad Video Ad Norm Alcoholic Beverages Online Norm Corona Online Display Ad Norm CPG Brand Category Online Video Ad Norm CPG Brand Online Display Ad Norm79% 58% 45% 32%30% 26% 24% 16%14% 17% 15% 13%11% ‡ 10% 10% 8% 7% 7% 5% 5%General Recall Brand Recall Message Recall Ad Favorability Purchase Interest Web Ad Source: Nielsen Brand Effect (IAG), June 1, 2011 - June 10, 2012, M21+ ‡ Significant difference at the following confidence levels: Purchase Interest (83%) Significant differences at 90% confidence level or higher are indicated in bold+italics 11
  • 12. Compared to TV Ad Norms, Mobile Video AdBreakthrough Was Also Very Strong CPG Brand Mobile Video Ad (AdColony) vs. TV Ad Norms Corona Ad Colony Video vs. TV Ad Norms (M21+) (M21+) Corona Ad Colony Video Corona TV Ad Norm Beer & Ale TV Ad Norm CPG Brand AdColony Mobile Video CPG Brand TV Ad Norm CPG Brand Category TV Ad Norm79% 58% 53% 45% 41% 35% 29% 31% 24% 22% ‡ 22% 17% 15% 15% 12%General Recall Brand Recall Message Recall Ad Favorability Purchase Interest TV Standard Ad Source: Nielsen Brand Effect (IAG); Includes all airings (Prime & Non-Prime; Sports & Non-Sports); June 1, 2011 - June 10, 2012, M21+; Significant differences at 90% confidence level or higher are indicated in bold+italics ‡ Significant difference at the following confidence levels: Ad Favorability (87%) 12
  • 13. Key Takeaways• Mobile video advertising is effective in driving consumer demand & complements TV & online campaigns to drive greater awareness & action from target consumers• As part of a 3 screen, cross-platform study, mobile video generated the greatest breakthrough & impact influencing general recall, brand recall, message recall, ad favorability & purchase interest• Results prove that mobile video also provides an opportunity for marketers to optimize their media mix by moving more aggressively to mobile, capitalizing on a huge consumer trend towards mobility 13
  • 14. Methodology• Timing: May 13-27, 2012• Effective Recall: Surveyed between 4-36 hours post exposure• Consistency: Identical survey questions, editorial structure, & syntax• Measurement Process: Ad Breakthrough & Brand Impact data collected on-device by Nielsen survey partner; data then processed, tabulated & analyzed independently by Nielsen• Respondents: All mobile users, M21+, who were either not exposed to the CPG Brand ad (control) or exposed to the CPG Brand ad (test). 14
  • 15. About AdColony• Leading mobile video advertising & monetization platform that plays crystal-clear HD video at lightning speed & drives deep engagement with content• Proprietary Instant-Play™ video ad technology serves video ads instantly on the most popular apps in the world across Apples iOS and Googles Android platforms• Advertisers receive unmatched quality, speed & delivery results; AdColonys reach, targeting, optimization tools & services provide advertisers with a superior way to engage mobile audiences at scale• AdColonys app developer tools & services provide publishing partners with ways to maximize audience & revenue growth while gaining insight needed to continuously optimize content & advertising offerings• Privately held company with offices in Los Angeles, New York, San Francisco & Seattle; backed by Insight Venture Partners - early investors in Twitter & Flipboard among 50 other companies 15
  • 16. Contact Nikao Yang SVP, New Business Development & Marketing nikao@adcolony.com 16
  • 17. Appendix 17
  • 18. Mobile Video Outperformed Other PlatformsAcross All Ad Metrics (Multiplier Increase) General Brand Message PurchaseCPG Brand Favorability Recall Recall Recall InterestRelative to online 2.7x 4.8x 5.6x 3.4x 2.5x videoRelative to 1.6x 5.8x 7.5x 3.4x 3.8x TV 18
  • 19. Mobile Video Outperformed Other PlatformsAcross All Ad Metrics (% Increase) General Brand Message PurchaseCPG Brand Favorability Recall Recall Recall InterestRelative to online 172% 383% 463% 243% 150% videoRelative to 61% 480% 650% 243% 275% TV 19

×