Click here to close now.

Welcome!

iPhone Authors: Pat Romanski, Cloud Best Practices Network, Liz McMillan, Dana Gardner, Carmen Gonzalez

News Feed Item

New Ad Effectiveness Research Shows Mobile Video Advertising Delivers Superior Results in Cross-Screen Study

Nielsen Study Measured Brand Awareness, Favorability & Purchase Intent for a Major CPG Brand Campaign Across TV, Online & Mobile

LOS ANGELES, CA -- (Marketwire) -- 11/13/12 -- New research by Nielsen reveals the results of a major cross-platform video ad effectiveness study initiated by AdColony, Horizon Media, and a major CPG brand. Fielded in May 2012, the cross-platform video ad effectiveness study measured the brand and ad effectiveness of the exact same 15-second video spot in live campaigns across TV, online and mobile. The study found that consumers exposed to the mobile video ads demonstrated significantly higher brand awareness, favorability and interest in purchasing. Overall, mobile video delivered superior results in comparison to online video and TV across all key brand and ad metrics, proving that mobile video is a high performing vehicle to drive ROI and merits greater investment in cross-screen marketing campaigns.

Until this study, marketers had never really seen how well their mobile video campaigns fared relative to other leading video mediums such as TV and online in a head-to-head comparison. With consumers spending more and more time watching video on smartphones and tablets, and video now representing over half of all Internet traffic on mobile, AdColony, Horizon, and the CPG brand felt it was a crucial time to put mobile video to the test to determine if it is a truly effective platform for advertising.

With the intent of reaching their target audience who consume content on a variety of screens, the CPG brand in the study and its media agency Horizon teamed with AdColony to commission Nielsen to architect research analyzing the brand's live campaign deployed across platforms. Mobile performed extremely well across all tested mediums, and it even outperformed established TV and online video ad norms for the CPG brand and its category as a whole.

"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.
  • For additional comparisons across all brand metrics, please see the full study.

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%.
  • For additional ad norm comparisons across all brand metrics, please see the full study.

"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 [email protected].

About AdColony
Founded in 2008, AdColony delivers high definition, mobile video campaigns for major brand advertisers, mobile app developers and global advertising agencies. Recall, favorability and purchase intent metrics multiply up to 5X when campaigns are delivered through AdColony, outperforming other networks. Known for its innovation, quality and expertise in mobile video, AdColony's high definition (HD) video ad network serves video ads instantly with its proprietary Instant-Play™ video ad technology on the most popular apps in the world across Apple's iOS and Google's Android platforms. AdColony is an advocate for mobile video standards and is a proud member of the Mobile Marketing Association. For more information, please visit http://adcolony.com or follow @adcolony.

About Horizon Media
Horizon Media, Inc. is the largest independent media services company in the world. The company was founded in 1989, is headquartered in New York and has offices in Los Angeles, San Diego, Chicago, Miami and Amsterdam, Netherlands. Horizon Media was chosen as 2011 Independent Media Agency of the Year by Mediapost, 2010 U.S. Media Agency of the Year by Adweek/Brandweek/Mediaweek and by Ad Age, and as one of the world's most innovative marketing and advertising companies by Fast Company in 2011. The company's mission is "To create the most meaningful brand connections within the lives of people everywhere." By delivering on this mission through a holistic approach to brand marketing, Horizon Media has become the fastest-growing media agency in the industry, with estimated billings of $3.6 billion and approximately 750 employees. The company is also a founding member of Columbus Media International, a multi-national partnership of independent media agencies. For more information, please visit www.horizonmedia.com.

Media Contact
Hollis Guerra
blast! PR on behalf of AdColony
Email Contact
805-403-0705

More Stories By Marketwired .

Copyright © 2009 Marketwired. All rights reserved. All the news releases provided by Marketwired are copyrighted. Any forms of copying other than an individual user's personal reference without express written permission is prohibited. Further distribution of these materials is strictly forbidden, including but not limited to, posting, emailing, faxing, archiving in a public database, redistributing via a computer network or in a printed form.

@ThingsExpo Stories
One of the biggest impacts of the Internet of Things is and will continue to be on data; specifically data volume, management and usage. Companies are scrambling to adapt to this new and unpredictable data reality with legacy infrastructure that cannot handle the speed and volume of data. In his session at @ThingsExpo, Don DeLoach, CEO and president of Infobright, will discuss how companies need to rethink their data infrastructure to participate in the IoT, including: Data storage: Understanding the kinds of data: structured, unstructured, big/small? Analytics: What kinds and how responsiv...
The Workspace-as-a-Service (WaaS) market will grow to $6.4B by 2018. In his session at 16th Cloud Expo, Seth Bostock, CEO of IndependenceIT, will begin by walking the audience through the evolution of Workspace as-a-Service, where it is now vs. where it going. To look beyond the desktop we must understand exactly what WaaS is, who the users are, and where it is going in the future. IT departments, ISVs and service providers must look to workflow and automation capabilities to adapt to growing demand and the rapidly changing workspace model.
Sensor-enabled things are becoming more commonplace, precursors to a larger and more complex framework that most consider the ultimate promise of the IoT: things connecting, interacting, sharing, storing, and over time perhaps learning and predicting based on habits, behaviors, location, preferences, purchases and more. In his session at @ThingsExpo, Tom Wesselman, Director of Communications Ecosystem Architecture at Plantronics, will examine the still nascent IoT as it is coalescing, including what it is today, what it might ultimately be, the role of wearable tech, and technology gaps stil...
The Internet of Things (IoT) promises to evolve the way the world does business; however, understanding how to apply it to your company can be a mystery. Most people struggle with understanding the potential business uses or tend to get caught up in the technology, resulting in solutions that fail to meet even minimum business goals. In his session at @ThingsExpo, Jesse Shiah, CEO / President / Co-Founder of AgilePoint Inc., showed what is needed to leverage the IoT to transform your business. He discussed opportunities and challenges ahead for the IoT from a market and technical point of vie...
Hadoop as a Service (as offered by handful of niche vendors now) is a cloud computing solution that makes medium and large-scale data processing accessible, easy, fast and inexpensive. In his session at Big Data Expo, Kumar Ramamurthy, Vice President and Chief Technologist, EIM & Big Data, at Virtusa, will discuss how this is achieved by eliminating the operational challenges of running Hadoop, so one can focus on business growth. The fragmented Hadoop distribution world and various PaaS solutions that provide a Hadoop flavor either make choices for customers very flexible in the name of opti...
The true value of the Internet of Things (IoT) lies not just in the data, but through the services that protect the data, perform the analysis and present findings in a usable way. With many IoT elements rooted in traditional IT components, Big Data and IoT isn’t just a play for enterprise. In fact, the IoT presents SMBs with the prospect of launching entirely new activities and exploring innovative areas. CompTIA research identifies several areas where IoT is expected to have the greatest impact.
Advanced Persistent Threats (APTs) are increasing at an unprecedented rate. The threat landscape of today is drastically different than just a few years ago. Attacks are much more organized and sophisticated. They are harder to detect and even harder to anticipate. In the foreseeable future it's going to get a whole lot harder. Everything you know today will change. Keeping up with this changing landscape is already a daunting task. Your organization needs to use the latest tools, methods and expertise to guard against those threats. But will that be enough? In the foreseeable future attacks w...
Disruptive macro trends in technology are impacting and dramatically changing the "art of the possible" relative to supply chain management practices through the innovative use of IoT, cloud, machine learning and Big Data to enable connected ecosystems of engagement. Enterprise informatics can now move beyond point solutions that merely monitor the past and implement integrated enterprise fabrics that enable end-to-end supply chain visibility to improve customer service delivery and optimize supplier management. Learn about enterprise architecture strategies for designing connected systems tha...
Wearable devices have come of age. The primary applications of wearables so far have been "the Quantified Self" or the tracking of one's fitness and health status. We propose the evolution of wearables into social and emotional communication devices. Our BE(tm) sensor uses light to visualize the skin conductance response. Our sensors are very inexpensive and can be massively distributed to audiences or groups of any size, in order to gauge reactions to performances, video, or any kind of presentation. In her session at @ThingsExpo, Jocelyn Scheirer, CEO & Founder of Bionolux, will discuss ho...
Even as cloud and managed services grow increasingly central to business strategy and performance, challenges remain. The biggest sticking point for companies seeking to capitalize on the cloud is data security. Keeping data safe is an issue in any computing environment, and it has been a focus since the earliest days of the cloud revolution. Understandably so: a lot can go wrong when you allow valuable information to live outside the firewall. Recent revelations about government snooping, along with a steady stream of well-publicized data breaches, only add to the uncertainty
SYS-CON Events announced today that Dyn, the worldwide leader in Internet Performance, will exhibit at SYS-CON's 16th International Cloud Expo®, which will take place on June 9-11, 2015, at the Javits Center in New York City, NY. Dyn is a cloud-based Internet Performance company. Dyn helps companies monitor, control, and optimize online infrastructure for an exceptional end-user experience. Through a world-class network and unrivaled, objective intelligence into Internet conditions, Dyn ensures traffic gets delivered faster, safer, and more reliably than ever.
As organizations shift toward IT-as-a-service models, the need for managing and protecting data residing across physical, virtual, and now cloud environments grows with it. CommVault can ensure protection &E-Discovery of your data – whether in a private cloud, a Service Provider delivered public cloud, or a hybrid cloud environment – across the heterogeneous enterprise. In his session at 16th Cloud Expo, Randy De Meno, Chief Technologist - Windows Products and Microsoft Partnerships, will discuss how to cut costs, scale easily, and unleash insight with CommVault Simpana software, the only si...
Cloud data governance was previously an avoided function when cloud deployments were relatively small. With the rapid adoption in public cloud – both rogue and sanctioned, it’s not uncommon to find regulated data dumped into public cloud and unprotected. This is why enterprises and cloud providers alike need to embrace a cloud data governance function and map policies, processes and technology controls accordingly. In her session at 15th Cloud Expo, Evelyn de Souza, Data Privacy and Compliance Strategy Leader at Cisco Systems, will focus on how to set up a cloud data governance program and s...
Roberto Medrano, Executive Vice President at SOA Software, had reached 30,000 page views on his home page - http://RobertoMedrano.SYS-CON.com/ - on the SYS-CON family of online magazines, which includes Cloud Computing Journal, Internet of Things Journal, Big Data Journal, and SOA World Magazine. He is a recognized executive in the information technology fields of SOA, internet security, governance, and compliance. He has extensive experience with both start-ups and large companies, having been involved at the beginning of four IT industries: EDA, Open Systems, Computer Security and now SOA.
The industrial software market has treated data with the mentality of “collect everything now, worry about how to use it later.” We now find ourselves buried in data, with the pervasive connectivity of the (Industrial) Internet of Things only piling on more numbers. There’s too much data and not enough information. In his session at @ThingsExpo, Bob Gates, Global Marketing Director, GE’s Intelligent Platforms business, to discuss how realizing the power of IoT, software developers are now focused on understanding how industrial data can create intelligence for industrial operations. Imagine ...
Operational Hadoop and the Lambda Architecture for Streaming Data Apache Hadoop is emerging as a distributed platform for handling large and fast incoming streams of data. Predictive maintenance, supply chain optimization, and Internet-of-Things analysis are examples where Hadoop provides the scalable storage, processing, and analytics platform to gain meaningful insights from granular data that is typically only valuable from a large-scale, aggregate view. One architecture useful for capturing and analyzing streaming data is the Lambda Architecture, representing a model of how to analyze rea...
SYS-CON Events announced today that Vitria Technology, Inc. will exhibit at SYS-CON’s @ThingsExpo, which will take place on June 9-11, 2015, at the Javits Center in New York City, NY. Vitria will showcase the company’s new IoT Analytics Platform through live demonstrations at booth #330. Vitria’s IoT Analytics Platform, fully integrated and powered by an operational intelligence engine, enables customers to rapidly build and operationalize advanced analytics to deliver timely business outcomes for use cases across the industrial, enterprise, and consumer segments.
HP and Aruba Networks on Monday announced a definitive agreement for HP to acquire Aruba, a provider of next-generation network access solutions for the mobile enterprise, for $24.67 per share in cash. The equity value of the transaction is approximately $3.0 billion, and net of cash and debt approximately $2.7 billion. Both companies' boards of directors have approved the deal. "Enterprises are facing a mobile-first world and are looking for solutions that help them transition legacy investments to the new style of IT," said Meg Whitman, Chairman, President and Chief Executive Officer of HP...
Containers and microservices have become topics of intense interest throughout the cloud developer and enterprise IT communities. Accordingly, attendees at the upcoming 16th Cloud Expo at the Javits Center in New York June 9-11 will find fresh new content in a new track called PaaS | Containers & Microservices Containers are not being considered for the first time by the cloud community, but a current era of re-consideration has pushed them to the top of the cloud agenda. With the launch of Docker's initial release in March of 2013, interest was revved up several notches. Then late last...
The explosion of connected devices / sensors is creating an ever-expanding set of new and valuable data. In parallel the emerging capability of Big Data technologies to store, access, analyze, and react to this data is producing changes in business models under the umbrella of the Internet of Things (IoT). In particular within the Insurance industry, IoT appears positioned to enable deep changes by altering relationships between insurers, distributors, and the insured. In his session at @ThingsExpo, Michael Sick, a Senior Manager and Big Data Architect within Ernst and Young's Financial Servi...