Better together: new insights on display ad effectiveness across screens & multi-screen case study from adidas

Wednesday, September 28, 2011 | 11:18 AM

Rich Media Display Ads Across Screens = Better Together
We partnered with Nielsen to measure the incremental impact of multi-screen advertising. In a study conducted at CBS’s Television City media lab run by Nielsen, study participants were asked to view related content across TV, PCs, smartphones and tablets. A 15-second video ad promoting Volvo's S60 sedan was shown to different groups of participants, with some people seeing no ads, and others seeing the ad on a different combinations of screens controlling for frequency.

The results clearly demonstrated the impact that multi-screen advertising has on branding. In the group that was exposed to TV ads alone, 50% of people correctly attributed the ad to Volvo. For groups that saw the ad across all screens -- TV, PC, smartphone and tablet -- the brand recall jumps dramatically to 74%.




Similarly, only 22% of the group that was exposed to just the TV ad correctly recalled that the ad was for a 4-door sedan versus 39% of the group that saw the ad across all screens.
 

We share this ad effectiveness research on the heels of our recently released internal data on multi-screen usage patterns revealing how users select the type of screen they are interacting with at different points in their day (New! Search data reveal that when the sun goes down, the tablets come out).  The multi-screen opportunity is looming for advertisers so we wanted to share these new insights and showcase examples of successful integrated digital display campaigns.

Smart advertisers are already running integrated digital campaigns.
We’ve worked with hundreds of advertisers who have translated their desktop search and display goals to mobile and now to tablets.  One example we’ve shared previously is the
Animal Planet case study, and today we want to share a new example: adidas.  adidas, in partnership with Carat, worked with Google to extend their video brand message to digital. With Google’s unique cross-channel capabilities, adidas was able to extend its video creative across all digital platforms, adapting them for engagement across PCs, smartphones and tablets.



Posted by:  Johanna Werther & Ben Chung, Google Mobile Ads Marketing

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