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Study: Mobile Video Ads Complement TV Campaigns

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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.

Published in: Technology
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Study: Mobile Video Ads Complement TV Campaigns

  1. 1. AdColony | Nielsenpresent:Cross-Platform VideoAd Effectiveness Study April 2012
  2. 2. CONTENT CONSUMPTION TODAYCOMES FROM A VARIETY OF DEVICESExplosive adoption of smartphones & tablets is driving cross-screen consumption 2
  3. 3. RECENT STUDIES SHOW CONSUMERSINCREASINGLY 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 smartphoneWhen watching television daily I use... Source: Nielsen, Q3 2011 40%+ of smartphone & tablet owners use their devices when watching TV 3
  4. 4. TEAMED FOR REAL WORLD MULTITASKINGCROSS-PLATFORM VIDEO AD STUDY Measured: Brand Recall, Purchase Intent, Brand Favorability & More 4
  5. 5. FIELDED “CONTRABAND” THEATRICALRELEASE 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 5
  6. 6. QUESTION What’s the incremental impact of cross-platform advertising across multiple screens? 6
  7. 7. ANSWER Cross-platform advertising outperformed & delivered substantial additive effect on ALL key brand measures. 7
  8. 8. 1.7X MORE EFFECTIVE FOR DRIVINGBRAND 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 8
  9. 9. 5.5X MORE EFFECTIVE FOR DRIVING PRODUCT SEARCHAfter 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 9
  10. 10. 2.6X MORE EFFECTIVE FOR DRIVING RECOMMENDATIONSAfter seeing the ad, how likely are you to recommendthe movie Contraband to a friend or family member? 50% +160% 25% 26% 10% 0% Recommenders TV-only TV + iPhone + iPad 10
  11. 11. 1.7X MORE EFFECTIVE FOR DRIVINGPURCHASE 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 11
  12. 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% 12
  13. 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 13
  14. 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. 14
  15. 15. Contact:AdColony Strategic Research Teamknowledge@adcolony.com 15

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