diTii.com Digital News Hub

Sign up with your email address to be the first to know about latest news and more.

I agree to have my personal information transfered to MailChimp (more information)


Rich Media Display Ads Across Screens = Better Together

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.

Share This Story, Choose Your Platform!

Get Latest News

Subscribe to Digital News Hub

Get our daily newsletter about the latest news in the industry.
First Name
Last Name
Email address
Secure and Spam free...