Combining mobile video with TV campaigns gives a bigger boost
Mobile video ads boost awareness and intent in Japan, according to September 2015 research.
App-CM and Macromill studied brand lift among internet users who had seen various video or TV ad campaigns vs. those who had not. The research found that nearly 80% of internet users exposed to mobile video ads were aware of the brand advertised, a lift of 25.6 percentage points, or nearly 49%, over people who had not viewed the mobile video ads.
Interest and purchase intent were also higher among viewers of the mobile video ads. Interest levels rose from 14.5% in the control group to 23.8% among those exposed to the mobile video campaign, and intent to purchase nearly doubled to 20.6%.
The same study found that TV ads provided greater lift over the control group than mobile video campaigns alone. Awareness among viewers of only TV ads was 83.1%, and this group also had more interest and higher purchase intent than viewers exposed only to mobile video ads.
But the real boost came from a combination of the two: Nearly nine in 10 internet users exposed to TV commercials along with mobile video ads were aware of the brand advertised. Viewing both types of ad more than doubled interest and purchase intent as well.
According to earlier research, digital video advertisers in Japan are aiming to boost awareness. Mobile video appears to work for this purpose, though doing so most effectively involves more than mobile video alone.