Comparing Video Advertising Impact From TV, Desktop, and Mobile



These days, video marketers have multiple options for reaching their target consumers, but which one is the most effective? Providing real data to solve that question is video advertising technology company Videology.

VideologyImpactVideology worked with Gateway Research to study viewer attention, emotion, and recall for video ads shown on TV, desktop, and mobile screens. The study used eye-tracking and biometric technology to gather data, analyzing how 60 test subjects reacted to 1290 ad spots.

As it crunched the numbers, Videology found some definitive results:

  • Desktop is as effective as TV in driving emotion

Consumers embrace screens equally, producing similar emotional reactions for TV, desktop and mobile viewing.

  • Screen type is not the primary driver for impact

Consumers focus on the content, not the device, and message attention and ad recall showed little difference between screens.

  • High quality creative is key to success

Testing and optimizing creative for digital and TV should be a standard practice.

  • Overcrowded ad creative leaves consumers overwhelmed

Keep it simple. The study found an 11 percent increase in viewer attention when comparing uncrowded and crowded creative messaging.

  • Targeting increases ROI by up to 27 percent versus non-targeted campaigns.

Target market/purchase intender targeted campaigns produce a 27 percent uplift in recall versus non-targeted campaigns.

Videology also found three takeaways that should guide online video efforts for any of the three platforms:

  1. Without quality, engaging creative it is almost impossible to both gain attention and produce a positive emotional response.
  1. Although there were minor differences across different screen types, other factors played a much greater role.
  1. A targeted and quality contextual environment helps drive success. We know that in TV advertising the first ad in an ad pod has the highest chance of breakthrough. This also holds true for digital platforms.

In the end, Videology didn’t endorse one platform over another, but found that advertisers need strong cross-platform tools to address today’s diverse consumer behaviors. For more, download “Understanding the True Impact of Video Advertising” for free (no registration required).


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