Video advertising on mobile has higher sales impact than other devices, Think TV study suggests

Video advertisements viewed on mobile devices have a higher sales impact and are more likely to grab a consumer’s attention, new findings from a Think TV commissioned study suggests.

Conducted by professor Karen Nelson-Field, latest edition of the Benchmark Series was conducted to compare sales impact and attention generated by video ads on mobile devices, for Facebook YouTube and television.

The study indicated mobile viewing had a positive impact on sale and attention for those brands which had video advertisements running on Facebook, YouTube.

Think TV’s latest findings suggest mobile screen viewing boosts sales impact and attention across all media

Nelson-Field’s research also suggests the sales impact of broadcast video on demand (BVOD) on mobile is 33% higher than Facebook and 17.5% higher than YouTube.

The study claimed screen coverage was highly correlated to attention and sales. Television provided more than four times the screen space of Facebook and three times more than Youtube. As a result, Nelson-Field concluded BVOD video advertising viewed on mobile significantly increased impact on sales and attention.

On the latest findings, Nelson-Field said:  “Now with mobile devices increasing in importance for video viewing, we can see that all platforms benefit from the lean-in viewing experience. Of course, as we predicted, those with better inherent ad visibility still benefit more.”

Kim Portrate, Chief Executive of ThinkTV, said the study proved video advertising on mobile screens works for all major platforms, even if the impact is not the same for different media.

“BVOD and live-streaming TV services are growing rapidly as consumers choose to access TV anywhere anytime, and that trend is great news for advertisers. Not only is TV on mobiles and tablets the ultimate attention grabber, and sales impactor, it is adding fresh opportunities for advertisers to target specific audiences and is the perfect complement to the unrivalled reach velocity of TV watched on the TV set in the home,” Portrate said.

Steve Weaver, director of research, insights and education at Think TV, said the findings are great for the whole industry.

“But secondly, TV broadcaster online video inventory has come out tops, providing very clear direction for the ad industry of the effectiveness of broadcaster content on mobile as a more effective alternative to Facebook and YouTube and as the perfect partner to the unbeatable reach speeds of TV on the big screen,” Weaver added.


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