The majority of mobile ad dollars are going towards boring (or worse, annoying) ads that alienate consumers and negatively impact brands. To find out what ads captivate consumers and which aggravate them, Kargo and Media Science conducted a study on…
 

The impact of mobile video advertising on tv campaigns

 

Published: Fall 2017

TV commercials have proven to be valuable to marketers throughout the years. However, the beneficial effects of adding mobile video to these campaigns is only beginning to be understood.

Kargo and MediaScience will share their findings on the rational and emotional impact of video advertising on mobile as a subsequent exposure to TV, and the necessary ingredients to convey brand narratives when focusing on these exposures.

Background

eMarketer estimates that in 2017 there are 233 million traditional TV viewers, and 220 million smartphone users. While mobile audiences continue to grow, it’s forecasted that TV viewers will be surpassed by smartphone users in 2018.

Similarly, Nielsen data shows that daily smartphone usage is growing rapidly year over year, while daily TV usage is shrinking. Smartphone usage reached nearly three hours in 2017, while TV usage was just under five hours.

When we examine time spent by age group, the shift is even more dramatic; millennials already consume more mobile content than traditional live TV content.

It’s evident that media consumption is shifting towards mobile. But what happens when advertisers shift budgets from TV to mobile video?

The Goal & methodology

The ever-changing world of advertising continues to introduce challenges to marketers, publishers, and consumers. Various lengths, delivery methods, and contextual environments play a role in attention and effectiveness of mobile video ads. Unfortunately, appropriate research to study the emotional response of different video ads on our mobile devices—and its connection to advertising effectiveness—has seldom been conducted. In addition, as the shift from TV to mobile continues, there is a need to explore how mobile and mobile advertising interact with TV advertising.

Verification of an ad being viewed is the first step in determining effectiveness. In this study, eye tracking tools captured data indicating which participants’ eyes focused on ad units, how long they focused, and how many times they looked back at the units.

Key Learnings

  • What effects do different mobile video ads have on visual and cognitive attention, and do they change when TV is added to the plan? 

  • How do mobile video ads—and their combination with TV—impact memory of advertised brands? 

  • What is the ideal media mix of TV and mobile video ads to optimize effectiveness for advertisers? 

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