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Brand Recall Is Best On Mobile

11/14/2012

Brands looking to connect with consumers need look no further than the ubiquitous mobile device.

Mobile video is strong in building brand awareness, especially when compared to television and online components. The Nielsen Co. commissioned a mobile video study to look at the effectiveness of 15-second ads across mobile, TV and online from a consumer-packaged goods brand.

The suspicion was that mobile would be strong. The results substantiated it.

Compared to the 58% brand recall from the mobile component, 12% of consumers shown the online ad and 10 % of users that were shown the TV spot recalled the brand afterwards.

This makes the brand recall from the mobile ads 5.8 times more effective than the TV component and 4.8 times more effective than the online ad.

Here’s where the numbers get even more compelling.

When it comes to purchase intent, 15% of consumers who watched the mobile ad were interested in buying the consumer-packaged goods brand. Six percent of users who watched the online ad and four percent of the TV ad group were interested in buying the product.

Per the results, this means that mobile video scored 3.8 times more effective than the TV and 2.5 times stronger than the online ads.

What the results boil down to are two things:

  1. Consumers are giving more attention to content on their mobile devices. Unlike TV which is, unfortunately, often background noise in American households and online where viewers see ads as a distraction – mobile is engaging.
  2. Brands need to factor mobile video into their marketing mix pronto.

Watch for brands like Walmart to take a surprising lead in mobile video. Yes – you heard it here first.

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