TV has long been the primary advertising vehicle for the world’s largest brand marketers. While it remains the “first screen,” video consumption on mobile devices is increasing at record levels. This evolution has created a dramatic shift in consumer behavior, forcing many a brand marketer to rethink their media buying strategies so they can put their message where audiences are most engaged.
Conducted by Nielsen, the BrightRoll-commissioned study was the first-of-its-kind to examine media efficiency across TV and mobile video. 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, against increasingly fragmented audiences.
Some of the key findings from the study revealed:
・Mobile video complemented with TV can easily increase a marketer’s targeted reach by as much as 12.7 percent (CPG targeting females 25-54); and
・As video consumption on mobile devices continues to accelerate, complementing TV buys with an incremental investment in a mobile video advertising strategy will significantly reduce cost per point.
To learn more about this study and how brand marketers can leverage TV and mobile video, download BrightRoll Insights: Mobile Video Advertising Strengthens TV Media Investments.