People ask if the best use of marketing dollars is to concentrate the majority of available dollars in new media, and the answer is still no.
The latest Nielsen report, commissioned by Google, supports the recommendation we've made for the last four years.The research shows that nearly 75% of consumers remember an ad when viewed across multiple media platforms vs. viewership on TV alone.
According to Nielsen's media lab study, participants viewed related content across a TV, computer, smartphone and tablet. A 15-second video ad promoting a premium sports sedan was shown to different groups with some people seeing no ads, and others seeing the ad on different combinations of screens.
In the group that was exposed to TV ads alone, 50 percent of people correctly attributed the ad to the correct auto brand. For groups that saw the ad across all screens – TV, computer, smartphone and tablet – the ability to remember the brand jumped dramatically to nearly three-in-four (74%). This is a tremendous increase in retention.
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