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BizReport : Advertising archives : April 18, 2012

Cross-screen viewing increases purchase intent

Cross-screen viewing can increase purchase intent by up to 72%, reveals a new study by Nielsen for video ad network AdColony.

by Helen Leggatt

The trend of watching television while using a smartphone or tablet is on the increase, but what effect does having multiple screens have on consumer behaviour?

Nielsen's study consisted of showing a half hour television show to participants. Within that show a 15 second ad for the recent movie Contraband was shown. Immediately afterwards another 15-second ad was shown, for the same movie, on the participant's mobile devices, via the AdColony network.

The results showed an increase in purchase intent for cross-screen viewers rose from 18% to 31% - a jump of 72%.

In addition, while just 4% of television-only viewers said they would search for the movie 22% of cross-screen viewers said they would do so. Furthermore, cross-screen viewers were 160% more likely to recommend the movie to others.

Brand recall for the movie among television-only watchers was 55%, rising to 93% among cross-screen viewers.

A recent survey of 1,000 US adults by Accenture found that social media messaging and logos on television screens drives high rates of social media activity.

Almost two-thirds of survey respondents said they recalled seeing social network logos, such as Facebook and Twitter, while watching television programming. Forty-two percent recalled seeing a Facebook logo, 18% remembered seeing Twitter hashtags and 9% recalled Shazam symbols.

Tags: brand marketing, cross-screen, mobile marketing, mobile video, multiple screen, online video, recall

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