BrightRoll, one of the largest independent video advertising platforms, released findings from a study called BrightRoll Insights: Mobile Video Advertising Strengthens TV Media Investments. The BrightRoll-commissioned study conducted by Nielsen examines media efficiency across TV and mobile video.
“While TV still has the broadest reach among mass media channels, consumer habits have dramatically changed and mobile video is poised to become an integral part of how brands connect, engage, and convert their key audiences,” said Andrew Feigenson, managing director, digital, Nielsen. “Brand marketers are expecting to increase their mobile video media investments to capture the attention of consumers whose attention is being spread across multiple screens.”
The report offers advice to brand marketers and agencies on how they can leverage these innovative mediums to cost-effectively reach the new “mobile consumers” where they are consuming media.
“The proliferation of mobile video consumption has created new challenges for brand marketers who seek to reach audiences wherever they are watching video,” said Tim Avila, senior vice president, marketing operations, BrightRoll. “This study demonstrates that mobile video can be a powerful complement to TV advertising, and offers insights that will help advertisers execute campaigns to engage these harder-to-reach audiences.”
Brightroll’s report showcases how brand marketers can put their media dollars to work more effectively and better reach cross-screen audiences through a combination of TV and mobile video advertising. The goal of the study was to determine how the pairing of mobile and TV advertising can build incremental reach for brand advertisers and improve cost efficiency.
Key findings from the study include:
● While TV remains the “first screen,” video consumption on mobile devices is increasing at record levels. This dramatic shift in consumer behavior has encouraged many brand marketers to rethink their media buying strategies to put their message where target audiences are spending time.
● Using mobile video to complement TV can easily increase a marketer’s targeted reach by as much as 12.7 percent (CPG targeting females 25-54).
● As video consumption on mobile devices continues to accelerate, complementing TV buys with an incremental investment in a mobile video advertising strategy will reduce brand marketers’ incremental cost per target rating point (TRP). TRPs could drop by as much as 13.7 percent when 15 percent of budgets are deployed on mobile video.
The BrightRoll-commissioned study was conducted by Nielsen in collaboration with the BrightRoll research department. It was conducted on four verticals: Consumer Packaged Goods (CPG), auto, financial services and telecom. Data was aggregated from multiple sources including Nielsen National People Meter panel, Nielsen Electronic Mobile Measurement panel and Nielsen MonitorPlus.
To learn more about the study, see BrightRoll Insights: Mobile Video Advertising Strengthens TV Media Investments.