Google Mobile Ads with Nielsen at CBS's Television City media lab conducted a study to measure the incremental impact of multi-screen advertising. "In the study participants were asked to view related content across TV, PCs, smartphones and tablets. A 15-second video ad promoting Volvo's S60 sedan was shown to different groups of participants, with some people seeing no ads, and others seeing the ad on a different combinations of screens controlling for frequency," revealed Google Mobile Ads Marketing.
The team said "results clearly demonstrated the impact that multi-screen advertising has on branding. In the group that was exposed to TV ads alone, 50% of people correctly attributed the ad to Volvo. For groups that saw the ad across all screens -- TV, PC, smartphone and tablet -- the brand recall jumps dramatically to 74%."
Similarly, only 22% of the group that was exposed to just the TV ad correctly recalled that the ad was for a 4-door sedan versus 39% of the group that saw the ad across all screens.
The team said smart advertisers are already running integrated digital campaigns -- cites an example of adidas.
"Adidas, in partnership with Carat, worked with Google to extend their video brand message to digital. With Google's unique cross-channel capabilities, adidas was able to extend its video creative across all digital platforms, adapting them for engagement across PCs, smartphones and tablets," the team revealed.