Do Mobile Video Ads + TV Ads = More Impact?

Summary

Television has reached its growth peak, while mobile audiences are growing. This suggests adding mobile video ads to a TV campaign. But how can marketers leverage the two platforms for the greatest impact?

A study by Kargo and MediaScience looked at how attention and memory were affected when a :30 TV commercial in a typical 30 minute TV program was paired with these mobile ad formats:

• A :30 pre-roll mobile video ad
• A :06 video ad within mobile editorial content (outstream)

The findings quantified how much adding TV to pre-roll and outstream ads affected attention and memory, concluded that the combination can benefit advertisers, and suggested strategies to optimize impact. Specific learning included:

• Pre-roll :30s received a lot of attention due to forced exposure; still only half of the ad was viewed
• Outstream :06s also received attention, but that attention was not held “for long”
• Adding a :30 TV ad to the :30 mobile pre-roll ad did not change attention to the mobile ad
• While the combination of the TV and outstream ads also did not produce a lift in attention, the percent of time that the :06 as was viewed increased
• The pairing of the TV and outstream ads captured more attention than did the TV and pre-roll ad combination or any of three ads alone
• Two pre-roll mobile ads produced the same level of memory as did a single TV ad
• Combining a TV, pre-roll, and outstream ad increased unaided recall more than any ad alone or the two pre-roll ads together.