By: Mediapost | Sunday, April 29 2012
With up to 40% of smartphone and tablet owners using their
devices regularly while watching TV, most marketers know intuitively that
targeting video ads across the multitasking experience has tremendous promise.
Now we have some preliminary metrics to prove it.
In a joint test among Nielsen, Universal Pictures, ad agency
Ignited and mobile video platform AdColony, 15-second video spots for the film
Contraband were experienced by multitaskers across TV and mobile platforms in a
lab setting simulating normal cluttered media exposure. The campaign delivered
a considerable additive boost to all brand metrics. TV plus mobile (smartphone
and tablet) exposures provided a 69% lift in aided brand recall, a 617% lift in
unaided brand recall, a 450% lift in the viewer’s likelihood to search for more
information on the film and a 72% lift in purchase intent.
“The test results were conclusive that having multiple screens
was a big benefit,” says Frank Stagliano, EVP, general manager, Nielsen
Entertainment. While brand recall metrics in the study were impressive,
Stagliano calls out the mobile platform’s ability to activate users.
Viewers exposed to the TV spot for the Contraband film and then
exposed during breaks to video interstitial spots on smartphone and tablet
devices in the same setting were 5.5 times more likely to do a search about the
movie than those who just saw spots on TV. Only 4% of those who saw the ad on
TV only said they were likely to search, while 22% of those exposed to TV and
phone and tablet were interested in searching for more information. The
TV-plus-mobile group also showed a 2.6X lift in likelihood to recommend the
movie to a friend. “The unique thing here is that [mobile] gives an immediate
call to action,” says Stagliano.
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