Mobile ads are much more effective than broadcast or conventional digital ads on a number of key metrics, such as brand recall and purchase intent, according to new research.
The AdColony/Nielsen study, found that almost 6 in 10 mobile users recalled the brands advertised, versus about 1 in 10 for TV and digital users, and mobile ads were also several times more effective at influencing consumers’ purchasing intent.
“Now, more than ever, brands need to invest in mobile video advertising as part of their overall marketing strategy,” said Will Kassoy, CEO of AdColony. “This first of its kind mobile video study validates what the advertising community has been talking about anecdotally for long time — mobile video delivers strong ROI as a complement to TV and online and should be leveraged as a crucial component of the marketing mix.”
Results
The mobile video ad powered by AdColony delivered a 79% General Recall, 58% Brand Recall and 45% Message Recall for consumers exposed to the 15-second mobile spot. TV ads came in second with a General Recall of 49%, while online video ads saw a General Recall of 29% (50% less than mobile). In the Brand Recall and Message Recall categories, online came in second but still trailed mobile by close to 40% in both cases. The mobile video ad also significantly outperformed established online ad norms and TV ad norms. Additional results are as follows:
The CPG mobile video ad significantly over-indexed for the same ad across platforms:
• General Ad Recall: Mobile video was 2.7x more effective than online and 1.6x more effective than TV.
• Brand Recall: Mobile video was 4.8x more effective than online and 5.8x more effective than TV.
• Message Recall: Mobile video was 5.6x more effective than online and 7.5x more effective than TV.
• Purchase Intent: Mobile video was 2.5x more effective than online and 3.8x more effective than TV.
Compared to online ad norms and TV ad norms, mobile video significantly outperformed across all metrics:
General Ad Recall for the mobile video ad versus online ad norms:
• The mobile video ad served by AdColony saw a 79% General Recall versus the CPG brand’s online video ad norm of 32%.
General Ad Recall for the mobile video ad versus TV ad norms:
• The mobile video ad served by AdColony saw a General Recall of 79% versus the CPG brand’s TV ad norm of 53% and the CPG brand’s category TV ad norm of 41%.
“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,” said of Sarah Bachman, Mobile Director of Horizon Media. “This new research further validates our investment in mobile video for our clients, and it sheds light on the need for brands to invest in mobile to remain competitive and reach today’s and tomorrow’s customer.”
To obtain a copy of the full study, please email research@adcolony.com.
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