New research from Nielsen, commissioned by Google, shows that advertising on multiple platforms substantially increases consumers’ ability to remember an ad campaign compared to when the ad is viewed on TV alone.
In a media lab study conducted by Nielsen, 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%).
Similarly, only 22 percent of the group exposed to just the TV ad was able to correctly remember that the ad was for a 4-door sedan versus 39 percent of the group that saw the ad across all screens.
While research shows that TV remains the strongest driver of awareness, the study demonstrates that the addition of online and mobile campaigns returns the highest overall brand impact.