eMarketer: Mobile Video Bumps Up Brand Health Metrics

NOV 19, 2012 - CPG video ads boost recall, favorability, purchase interest most on mobile

Evidence for the effectiveness of mobile advertising keeps rolling in—and goes beyond clickthroughs and any question of "fat fingers" vs. real engagement.

Research from video ad network AdColony and Nielsen found that mobile video ads for CPG brands were more effective across a variety of brand health metrics than ads on TV or videos online among US males. Recall, favorability and purchase interest were all significantly higher on mobile, according to the May research.

This echoes similar findings from other research firms. A late 2011 report by Dynamic Logic showed ad awareness levels for mobile display ads were nearly five times that of desktop display while purchase intent ratings were roughly four times higher and brand favorability measures were almost triple desktop norms.

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