Study: Combining CTV, Desktop, Mobile Drives KPI Lifts

A new study provides evidence that combining connected TV, desktop and mobile in campaigns can drive lifts in brand awareness, purchase intent and other campaign KPIs compared with using CTV or the digital devices alone.

Ad tech company commissioned MediaScience to conduct the research, which found that on average, adding CTV to desktop and mobile drove a 149.6% lift in brand awareness versus desktop and mobile alone; a 36.9% lift in brand opinion; and a 24.8% lift in purchase intent:

“Different devices provide different ad experiences,” sums up Bryan Melmed, VP of insights services at “CTV offers a lean-back, immersive experience, while desktop and mobile are exploratory and action-driven. Our research shows that brands need to connect with consumers across every screen to effectively engage them at each stage of the buying journey.”



For the study, 448 participants were exposed to web pages, television content, or a combination of the two. The viewing experience was at participants’ own pace, in their own homes, using their own devices. Eight ad exposures, representing eight different brands, were embedded into the viewing experience for each treatment type.

The ads featured eight different brands and varied in format based on the screen. On the CTV screen, audiences received a standard VDX in-stream ad. On desktop and mobile, the in-page VDX ad units provided an opt-in interactive experience that enabled viewers to explore additional content beyond the main video.

Post-viewing, participants were presented with a survey assessing ad effectiveness in categories such as awareness, brand opinion, and purchase intent. The study collected reactions to 445 variables from each participant.

The report features the results for a D2C mattress brand, a video game brand and an automotive brand to illustrate the performance benefits for brand awareness, brand opinion and purchase intent, respectively.

Brand Awareness

Through a retail partner, the mattress brand promoted an in-store trial option to people interested in new mattress technology but unwilling to purchase without having experienced the product.

The CTV ad, using a large format video featuring closeups of people enjoying the comfortable mattress, emphasized the sensory characteristics of the product. These scenes were paired with a sales event message, adding a sense of urgency, so that the ad simultaneously conveyed a desirable experience and the need to take immediate action to try the product.

The desktop and mobile units opened with the same video to remind the viewer of the emotional message that was established on the big screen, setting the stage for information that was to follow. After the video, the ad visually showcased the product’s tech innovations, and offered an interactive map showing the nearest retail location where the mattress could be tested.

Participants’ scores of the entertainment and informational value of the ads were significantly heighted with the addition of TV.


Brand Opinion

In introducing a new console, a video company sought to challenge the common perception that video games are mostly an activity engaged in by solo young men, and convey that they can be a social activity enjoyed by the entire family.

The CTV units set the scene with two short videos about parents playing the new gaming console. The narratives highlighted that the gaming console was portable, could be played casually, and strengthened personal bonds. The immersive nature of the full-screen experience enabled viewers to identify with the narrative.

The desktop and mobile units were similar, but brought the big-screen message into the browser context of discovery, choice and consumption, with interactive tabs that enabled users to explore product features and game titles.

The ads were rated as both "relevant" and "informative" by high percentages of participants. “That the ad was considered ‘relevant’ by a broad audience segment, particularly with the addition of CTV, speaks to how a story-based video format can connect with viewers who may not be naturally receptive to a brand message,” note the researchers. “The high rating for ‘informative,’ especially with the addition of desktop and mobile, underscores how the ad unit helped consumers explore the features of the console and the various game titles available.”



Purchase Intent

An automotive brand wanted to inspire consumers with a “vision of freedom, enthusiasm and exhilaration” for a compact model more often perceived as reliable, fuel-efficient and affordable—while also addressing the many practical concerns that arise during a typically long car purchase decision.

The CTV creative was an upbeat, 15-second message portraying the compact as a car with no compromises in style, technology, power, safety or reliability (extended warranty). The ad provided plenty of inspiration, but necessarily left many details out.

The desktop and mobile units anticipated and addressed specific concerns. An interactive unit let the user explore the car’s features and nearby dealer locations.

High percentages of participants described the ads as “cutting edge” and “engaging,” particularly when desktop and mobile were added to CTV.


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