By: Mediapost | Sunday, April 29 2012
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| 40% use smartphones or tablets while watching TV |
The marketing industry is being shaken up by
smartphones with mobile video capabilities. With up to 40% of smartphone and tablet owners using their devices regularly while watching TV. Most marketers know that multitasking experience has tremendous promise.
In a joint test among
Nielsen, Universal Pictures, ad agency Ignited and mobile video platform
AdColony, 15-second video spots for the film Contraband were experienced by
multitaskers across TV and mobile platforms in a lab setting simulating normal
cluttered media exposure.
The TV and mobile campaign delivered a boost to all
brand metrics:
- - 69% lift in brand recall,
- - 617% lift in unaided brand lift,
- - 450% lift in likelihood to search for more
info on a film,
- - 72% lift in purchase intent.
The TV plus mobile group showed 2.6X lift in likelihood to recommend the film to a friend because of the unique call to action ability.
Read the original story here.
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