Wednesday, November 14, 2012

Mobile Video Advertising Delivers Superior Results in Cross-Screen Study

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.
Until this study, marketers had never really seen how well their mobile video campaigns fared relative to other leading video mediums such as TV and online in a head-to-head comparison. With consumers spending more and more time watching video on smartphones and tablets, and video now representing over half of all Internet traffic on mobile, AdColony, Horizon, and the CPG brand felt it was a crucial time to put mobile video to the test to determine if it is a truly effective platform for advertising. 

 


With the intent of reaching their target audience who consume content on a variety of screens, the CPG brand in the study and its media agency Horizon teamed with AdColony to commission Nielsen to architect research analyzing the brand's live campaign deployed across platforms. Mobile performed extremely well across all tested mediums, and it even outperformed established TV and online video ad norms for the CPG brand and its category as a whole. 

"Now, more than ever, brands need to invest in mobile video advertising as part of their overall marketing strategy," said Will Kassoy, CEO of AdColony. "This first of its kind mobile video study validates what the advertising community has been talking about anecdotally for long time -- mobile video delivers strong ROI as a complement to TV and online and should be leveraged as a crucial component of the marketing mix."

Results The mobile video ad powered by AdColony delivered a 79% General Recall, 58% Brand Recall and 45% Message Recall for consumers exposed to the 15-second mobile spot. TV ads came in second with a General Recall of 49%, while online video ads saw a General Recall of 29% (50% less than mobile). In the Brand Recall and Message Recall categories, online came in second but still trailed mobile by close to 40% in both cases. The mobile video ad also significantly outperformed established online ad norms and TV ad norms. Additional results are as follows:

The CPG mobile video ad significantly over-indexed for the same ad across platforms:
        
        --  General Ad Recall: Mobile video was 2.7x more effective than online
            and 1.6x more effective than TV.
        --  Brand Recall: Mobile video was 4.8x more effective than online and
            5.8x more effective than TV.
        --  Message Recall: Mobile video was 5.6x more effective than online and
            7.5x more effective than TV.
        --  Purchase Intent: Mobile video was 2.5x more effective than online and
            3.8x more effective than TV.
        --  For additional comparisons across all brand metrics, please see the
            full study.
        
        


Compared to online ad norms and TV ad norms, mobile video significantly outperformed across all metrics:
        
        --  General Ad Recall for the mobile video ad versus online ad norms: The
            mobile video ad served by AdColony saw a 79% General Recall versus the
            CPG brand's online video ad norm of 32%.
        --  General Ad Recall for the mobile video ad versus TV ad norms: The
            mobile video ad served by AdColony saw a General Recall of 79% versus
            the CPG brand's TV ad norm of 53% and the CPG brand's category TV ad
            norm of 41%.
        --  For additional ad norm comparisons across all brand metrics, please
            see the full study.
        
        


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