Nielsen worked with mobile video company AdColony and ad agency Ignited to conduct the “CrossPlatform Video Ad Effectiveness” study, which looked at how consumers interact with second and third screen-advertising while watching TV.  The study measured consumers’ reactions to the Universal Pictures’ film “Contraband.”

“Both tablets and smartphones performed very well independently of each other when looking at recall of the film for the target advertisement indicating a strong fit for the ad on both platforms in general,” said Vineet Pathak, executive director  of strategic marketing sciences at Nielsen, New York.

“However, the true value lies in the synergistic effect of running a campaign on both devices when complementing TV media,” he said.

Mobile recall
The study sampled 400 consumers who watched a 30-minute TV show. During the show, a 15-second ad for Contraband ran both on-air and on iPhones and iPads that the respondents were given.

Eighteen percent of consumers surveyed said that they were interested in buying tickets to Contraband after seeing only the TV ads. However, 31 percent of consumers said they were interested in buying tickets after seeing the ad across TV, smartphone and tablet mediums – indicating a 72 percent increase.

Additionally, the mobile portion of the test helped consumers remember the ad. Fifty-five percent of TV-only consumers remembered seeing the ad afterwards compared to 93 percent of users who saw the ad on TV, smartphone and tablet platforms. This marks a 69 percent increase and points to the effectiveness of using mobile video ads as a second or third screen for advertisers.

Due to the small size of mobile devices compared to TV screens, mobile video has the potential to be a powerful way to drive an advertiser’s message.

Not only are consumers more likely to remember an ad when shown on TV and mobile mediums, they are also more likely to act on it, per the study.

Twenty-six percent of consumers who watched the ad on TV, smartphone and tablet screens said they were interested in searching online for more information about the movie versus only four percent of TV-only viewers.

The study also found that the TV, smartphone and tablet sample were 2.6 times more effective for increasing recommendations for the film. Ten percent of TV-only viewers said they were likely to recommend the film to family or friends compared to 26 percent of TV, smartphone and tablet users.

For advertisers, the study is proof that mobile marketers need to have an ironed-out strategy for both their advertising and search efforts when using mobile as a second screen.

Dual-screen viewers
Although using mobile video advertising in general can be effective, the study points to the increased power in using mobile with TV to get the most out of a campaign.

However, it is important that the mobile portion of the campaign gives users something additional that they cannot get elsewhere.

For example, the Contraband ad included links to let users find out more about the film or replay the trailer.

The study also rides on similar research that points to consumers watching video content on multiple devices.

Last year, Nielsen found that 40 percent of mobile device users in the United States watch TV on multiple screens (see story).

“The benefits of multi-screen advertising are clear,” said Will Kassoy, CEO of AdColony, Los Angeles.

“This study shows that mobile video drives impact and consumer demand,” he said.

“But, note that all mobile video is created equal  – brand lift and other impact metrics will not be realized if the multiscreen video ad campaigns are not executed quickly, intelligently and creatively.”

Final Take
Lauren Johnson is editorial assistant on Mobile Commerce Daily, New York