Brand impact study with Nielsen, Universal Pictures, Ignited and AdColony reveals mobile video drives incremental brand lift for TV ad campaigns across all key brand metrics. 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.

1. AdColony | Nielsen
present:
Cross-Platform Video
Ad Effectiveness Study
April 2012

2. CONTENT CONSUMPTION TODAY
COMES FROM A VARIETY OF DEVICES
Explosive adoption of smartphones & tablets is driving
cross-screen consumption
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3. RECENT STUDIES SHOW CONSUMERS
INCREASINGLY MULTITASK WHEN WATCHING TV
While I watch television, I also...
Source: Harris Interactive / AdWeek, Q2 2011
80%+ report going online with
a computer, tablet or smartphone
When watching television daily I use...
Source: Nielsen, Q3 2011
40%+ of smartphone & tablet
owners use their devices when watching TV
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4. TEAMED FOR REAL WORLD MULTITASKING
CROSS-PLATFORM VIDEO AD STUDY
Measured:
Brand
Recall,
Purchase
Intent,
Brand
Favorability
& More
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5. FIELDED “CONTRABAND” THEATRICAL
RELEASE TV SPOT AS TEST VIDEO AD
:15 second
video spots
on TV and
mobile
mobile ads served with
AdColony’s Instant-PlayTM
HD video ad technology on
iPhone & iPad
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6. QUESTION
What’s the
incremental impact
of cross-platform
advertising across
multiple screens?
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7. ANSWER
Cross-platform
advertising
outperformed &
delivered substantial
additive effect on
ALL key brand
measures.
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8. 1.7X MORE EFFECTIVE FOR DRIVING
BRAND RECALL
Did you recall seeing any advertisements?
(% correctly recalling Contraband)
100%
75%
+69% 93%
50% 55%
25%
0%
Ad Recall
TV-only TV + iPhone + iPad
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9. 5.5X MORE EFFECTIVE FOR DRIVING
PRODUCT SEARCH
After seeing the ad, how likely are you to search for
information about the movie Contraband?
50%
25%
+450%
22%
4%
0%
Product Searchers Intenders
TV-only TV + iPhone + iPad
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10. 2.6X MORE EFFECTIVE FOR DRIVING
RECOMMENDATIONS
After seeing the ad, how likely are you to recommend
the movie Contraband to a friend or family member?
50%
+160%
25% 26%
10%
0%
Recommenders
TV-only TV + iPhone + iPad
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11. 1.7X MORE EFFECTIVE FOR DRIVING
PURCHASE INTENT
After seeing the ad, how interested are you
in seeing the movie Contraband?
50%
+72%
31%
25%
18%
0%
Purchase Intenders
TV-only TV + iPhone + iPad
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12. TV + MOBILE DRIVES HUGE LIFT ACROSS
ALL BRAND METRICS
Brand Brand Likelihood Likelihood Purchase
Recall Recall to Search to Intent
(unaided) Recommend
TV-only 6% 55% 4% 10% 18%
TV + iPhone
+ iPad 43% 93% 22% 26% 31%
Incremental
Lift +617% +69% +450% +160% +72%
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13. KEY TAKEAWAYS
•Mobile campaigns complement TV by driving
substantial additive effects on all key brand metrics
•Consider dayparting a portion of the mobile flight to
match the TV flight
•Cross-platform video campaigns yield higher brand
recall rates
•Additional exposure on mobile video allows users to
immediately engage and learn more about brands
•Video campaigns run across multiple platforms drive
stronger word-of-mouth recommendations
•Consumers are more likely to purchase when
exposed to video ads across multiple platforms
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14. METHODOLOGY
• To ensure the true intent of the research was properly masked, we recruited
respondents under the guise of partaking in an entertainment experience where
they would get to watch a new TV show and play with new mobile devices.
• Furthermore, after the TV, iPhone, and iPad experience, respondents were asked
a battery of questions about the TV show and game experience on the devices to
control for recency effects. After this battery, we then had the respondent take
the ad effectiveness portion of the study.
• Completed N size = 400; 4 cells/100 respondents each (95% Confidence Level
interval)
• Nielsen ran a Contraband :15 second spot during the TV portion of the study. The
target ad was placed within a commercial pod replicating a real world clutter
environment.
• Nielsen also ran a Contraband :15 second spot on iPhones & iPads -- users played
an iPhone game and/or iPad game which cycled through 1 video ad per user --
some users saw Contraband while others saw a different ad -- like a normal
smartphone/tablet app usage experience.
• Key performance indicators in the ad effectiveness portion included: Brand
Recall, Purchase Intent, Product Search Intent and more.
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15. Contact:
AdColony Strategic Research Team
knowledge@adcolony.com
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