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BizReport : Mobile Marketing : April 16, 2012

Study: TV + Mobile = Results

Brands, if you're looking for more bang from your video buck, look to mobile. That is the key takeaway from a new report out from Nielsen and AdColony. Through the study research found that combining television advertising with mobile helped to improve brand favorability and recall as well as purchase intent metrics.

by Kristina Knight

The Cross-Platform Video Ad Effectiveness Study was conducted by Nielsen for AdColony. Researchers defined cross-screen viewership as a combination of television and mobile on smartphones/tablets.

Frank Stagliano, General Manager of Nielsen Entertainment Television said, "There's a growing trend towards simultaneous usage of media across platforms, and reaching consumers during those times can dramatically improve the effectiveness of an ad campaign. That's because cross platform campaigns give an immediate call to action that's not always available when advertising on TV alone."

Why is advertising across screens important? Because few consumers are 'only watching' television or 'only surfing' the web any longer. Most are multi-tasking. Most (80%) of those studied said they go online (computer or mobile device) while watching television; 40% of smartphone/tablet owners said they go online with their device while watching television.

Findings from the report include:

• 72% purchase intent increase from cross-screen viewers
• 93% brand recall; for those who only saw TV ads, brand recall was 55%
• Those exposed across screens were 160% more likely to make a recommendation

"To date, mobile has been the wild, wild west for advertisers," said Will Kassoy, CEO of AdColony. "With upwards of 80% of consumers multi-tasking while they are watching TV, a cross-screen video advertising strategy is paramount."

Kassoy's top tips include running mobile video ads throughout the day, and day-parting when appropriate. This, he says, will compliment television spending and increase engagement for consumers.

Tags: AdColony, mobile marketing, mobile trends, Nielsen, television ads, video ad trends, video marketing

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