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BizReport : Research archives : September 11, 2013

Viggle: Mobile screens improving TV ad spend

New data from Viggle shows a connection between mobile screens and television ad campaign performance. According to their new study, conducted by Nielsen, a major brand found their campaign performed better when viewers saw an ad on television while they were simultaneously using the Viggle app.

by Kristina Knight

Viggle is an online check-in app, used by television viewers to share shows they are watching through their online social networks. According to the report, viewers exposed to a television ad while using the app scored higher on brand and message recall, purchase intent and 'likeability'. These metrics all scored between 11% and 50% higher than for viewers not engaged across screens.

Greg Consiglio, President and COO of Viggle said, "According to the results, this brand's television campaign received significantly higher recall, likeability, and purchase intent from viewers who checked in and saw the ad on Viggle and on-air than from those who saw the ad on TV only."

"This research substantiates the efforts that brands are making in order to take advantage of the second screen to connect with their key audiences," said Scott McKinley, EVP, Product Leadership & Innovation, Nielsen. "It will enable them to better understand how the second screen can reinforce the message in their spots as consumers use their devices during their favorite programs."

Meanwhile, the latest Millennial Media Mobile Mix report shows Apple impressions are surging across their network. According to the report Apple devices were responsible for 42% of total mobile impressions (Q2 2013), an increase of nearly 10% over Q2 2012 numbers. Android's impression share increased 5% over the same period, from 46% to 51%.

Other interesting findings include:

• Apple holds a 55% share of tablet impressions
• Android holds a 44% share of tablet impressions
• Top app categories included Games, Music and Entertainment/Communications

Image via Shutterstock

Tags: Millennial Media, mobile content, mobile marketing, mobile trends, mobile video, Viggle

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