This document discusses how a mobile video advertising campaign for the movie "Contraband" that ran alongside a TV campaign drove a 72% lift across key brand metrics according to a Nielsen study. It advocates using mobile video ads to complement TV ads, as consumers are increasingly using multiple screens. Mobile offers scale to reach over 150 million consumers and can help achieve marketing objectives like awareness, driving trailer views, social engagement, and boosting ticket sales.

2. What Can Mark Wahlberg Teach
Us About Consumers &
Marketing Strategy?
Will Kassoy, CEO Ira Rubenstein,
EVP Digital Marketing
2

3. Mobile Landscape
• Mobile is reaching a tipping point
• Within mobile, apps vs. mobile
web, apps are where time is spent
• iOS is dominating minutes spent
• Social and gaming = broadest
reach!
@AdColony 3

4. But While Device Penetration is
Huge, Mobile Video Issues
203,644,607
@AdColony 4

5. What Can Mark
Wahlberg
Teach Us About
Consumers and
Marketing
Strategy
@AdColony 5

6. Partnered with Nielsen and Universal/Ignited:
What’s the impact of TV + Mobile Video?
@AdColony 6

7. Recent Studies Show Consumers
Increasingly Multitask When Watching TV
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8. Fielded “Contraband” Theatrical
Release Spot as Test Video Ad
• Ran :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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9. TV + Mobile Drives Huge Lift
Across All Brand Metrics
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10. 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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11. How Mobile
Video Solves
Entertainment
Marketing
Objectives
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12. #1: Create Awareness
• Complement TV with hi-def, instantly
playing mobile video to drive
awareness
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13. #2: Drive Trailer Views
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14. #3: Engage Socially
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15. #4: Get Showtimes&
Boost Ticket Sales
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16. Summary
• Mobile = Scale: Mobile has penetrated 50%
of US population and is key media channel to
reach 150 million+ consumers
• TV + Mobile Video = 72% Lift: Mobile video
is an excellent complement to TV campaigns
to drive demand as shown by
AdColony/Nielsen Ad Effectiveness Study
• Solves Multiple Marketing Objectives:
From awareness to buzz generation to social
engagement to ticket sales, mobile meets a
breadth of needs
@AdColony 16

17. Ira Rubenstein
EVP Digital
Marketing,
20th Century
Fox
@AdColony 17

18. Thank You
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