Earlier this year, mobile video ad platform AdColony teamed up with Nielsen and Universal Pictures to test the effectiveness of 15-second
video spots for a new movie release across TV and mobile screens. The multiscreen effort delivered much higher brand metrics than just the TV ads alone.
In its latest ad test, AdColony worked with Nielsen, an unnamed CPG brand, and Horizon Media to assess the performance of the same 15-second spot in live campaigns across TV, online and mobile (smartphones and tablets). The study found that consumers exposed to the mobile video ads had significantly higher brand awareness, favorability and purchase interest.
Specifically, the mobile video ad resulted in 79% general recall, 58% brand recall, 48% message recall, 24% ad favorability and 15% purchase intent. Here’s how those figures compared to online and TV across the same five metrics:
General Ad Recall: Mobile video was 2.7 times higher than online; 1.6 times higher than TV.
Brand Recall: 4.8 times/online; 5.8 times/TV.
Message Recall: 5.6 times/online; 7.5 times/TV.
Brand Favorability: 3.4 times higher than both online and TV.
Purchase Intent: 2.5 times/online; 3.8 times/TV.
The mobile video ad also outperformed established ad norms for online and TV across all metrics. The findings were based on a survey fielded from May 13-27 with a total of 838 respondents, including 156 who were exposed to the mobile video ad (test group) and 782 who weren’t (control group). The sample included only men 21 and over.
“We know that mobile works well for brands looking to engage consumers, but we wanted to dig deeper to see how well mobile fared relative to other leading mediums in video advertising,” stated Sarah Bachman, mobile director of Horizon Media. “This new research further validates our investment in mobile video for our clients.”
Video is still a small fraction of overall mobile ad spending. Earlier this year, eMarketer projected mobile video advertising will total $151 million, or 5.8% of the estimated $2.6 billion in total U.S. mobile ad spending this year. But that would represent an increase from 4.7% in 2011. Video is expected to reach 10% share of mobile advertising by 2016.