ADOTAS – If you pay attention on any given day to what other people are doing, you’ll notice a serious addiction to “screen” time. The concept of screen time used to mean spending hours in front of the television — more than 32 hours a week, in fact, for the average American, according to Nielsen’s recent State of The Media 2011 report. However, with the increased usage of smartphones, tablets, netbooks, and laptops, screen time now takes place anywhere and everywhere. Waiting for the subway, standing in line for coffee or lunch, and even sitting in front of the television — these are all instances in which consumers are turning to their small screens, making them all opportunities for advertisers to reach those consumers. This multi-screen world means that an ad campaign driven largely by television advertising may no longer be the most efficient option for high-return advertising, as it no longer guarantees the greatest brand reach.
Instead, media buyers should consider a dual-platform campaign that incorporates online video as an extension of their TV plan. Advertisers have begun to explore dual-platform campaigns, and new evidence proves that a multiscreen approach is more effective than a single screen approach, as it improves both brand and message recall, while also improving campaign delivery and overall cost efficiency.
In a recent study that my company, YuMe, commissioned with Nielsen, we examined the impact of a $500,000 online video ad buy on a major consumer healthcare brand’s $2.6 million TV flight, which ran concurrently throughout September 2011. The experiment enabled us to discover how much incremental reach online video achieves, the percentage of audience exposed to both online video and TV flights, how frequency and cost efficiency were impacted, and the overall performance comparisons between the two formats.
Here were the major findings:
• The online ad flight increased reach by 7 percentage points against the 35- to 54-year-old audience. More than 6 million people in the target demographic were not reached by the TV schedule, but instead were picked up only when online video was added to the schedule. Almost 9 million people were exposed to the campaign on multiple screens.
• Average frequency increased – independent of screen. Those who were exposed to the campaign three or more times increased by 31 percent, and those who were exposed four or more times increased by 52 percent.
• Online video drove higher brand lift: Impression-per-impression, online video outperformed TV in terms of both brand and message recall. Results of the Nielsen IAG analysis showed that those exposed to online only had 22 percent higher brand recall and 31 percent higher message recall compared to those exposed to TV only.
• Multi-screen exposure drove optimal levels of brand lift: While online video outperformed TV, those exposed to both TV and online video showed the highest levels of recall. Brand and message recall were 36 and 44 percent higher for those exposed on both screens, compared to those exposed to TV only.
The conclusion is clear: Mixing up your ad flights to include both TV and online video has a lot of benefits. It broadens your audience, increases the odds of your target audience seeing your ad and seeing it more often, improves brand metrics, and offers substantial cost efficiencies. A dual-platform campaign advertising strategy gets the message out and impacts consumers so that they see it, hear it and, most importantly, remember it.