• by Wayne Friedman , Staff Writer, 6 hours ago

With a renewed sense of the major advertising impact of combining streaming TV and social media in cross-media campaigns, a new study says such efforts reveal major brand recall and purchase intent results.

Looking at the broader picture of TV, 43% of viewers were more likely to watch streaming TV ad content than on social media, according to a study from Comcast’s Universal Ads.

In addition, 67% spent more actual time looking at the ad than an ad on social media.

When it comes to combining a streaming TV ad and social media video fee, brand recall was five times (5X) that of two social media-only ads. Combining one streaming TV ad with an ad on a social-media platform home page feed increased brand recall by two-and-a-half times (2X).

Looking at purchase intent, when streaming TV ad exposure was added to a social-media ad, results grew purchase intent by 24% for emerging brands.

The study found that when viewers were exposed to two streaming TV ads for emerging brands -- as compared to one social ad -- a 33% lift in purchase intent resulted.

The study was largely focused around “emerging brands” -- those that typically and exclusively go to social media for their initial media campaigns.

And what about expected high-cost TV campaigns? “TV may have once required huge budgets and fully staffed teams to manage the process, but those days are over,” according to authors of the research.

The study from Comcast’s Universal Ads was conducted with 436 participants via in-lab and in-home settings.

Viewing was measured with biometrics, including eye-tracking as well as a post-exposure survey.