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Combined TV and Mobile Marketing Increases Brand Awareness

MediaPost recently reported a successful example of cross-platform marketing which combined TV and mobile marketing for a 15-second video spots for the film Contraband. Through a study that included Nielsen, Universal Pictures, ad agency Ignited and mobile video platform AdColony, results showed that “TV plus mobile platforms provided a 617% lift in unaided brand recall, a 450% increase in viewers’ likelihood to search for more information and a 72% increase in intent to purchase. Among those who just saw the TV spots. 

Other interesting results showed that “viewers exposed to the TV spot for the Contraband film and then exposed during breaks to video interstitial spots on smartphone and tablet devices in the same setting were 5.5 times more likely to do a search about the movie than those who just saw spots on TV”.

This goes to show that many smartphone and tablet owners are truly using their devices on a regular basis while watching TV! “Reaching across those platforms and knowing what motivates them to buy can yield a potentially more expansive customer base”.

For more insights into this study, click here.

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