Last month Google announced the results from a study they commissioned with Nielsen Media. The study, hosted at CBS’s Television City media lab and run by Nielsen, compared the retention of viewers when showed ads on a single platform versus being shown ads on multiple devices.Participants were asked to consume media on multiple devices, TVs, smartphones, tablets, and computers. Participants served up ads for products across multiple devices had a far greater retention of the brand and the products displayed.Here are some of the results from Nielsen;
74% of participants could recall the brand featured in the advertisements shown on multiple screens compared to 50% only shown ads on a single device (a TV in this study).
39% of participants could recall the type of product advertised, a four door sedan by Volvo in this case study, when exposed to an ad across multiple device screens. A stark improvement to 22% who recalled the product after only being exposed to the ads on TV.
Google and Nielsen’s study is the proof not only that mobile ad campaigns can be successful, but that campaigns harmonized across multiple devices and media types will experience far greater results in awareness and engagement than those on a single device or platform.
Disclosure: this post was originally written for and published on the blog for ClickSpring, a digital marketing agency I co-founded and work for at the time.