Google and Nielsen got together on this study to determine the effectiveness of multi-screen marketing. They gathered groups of people and had them watch a 15-second video ad for a Volvo S60 sedan. Some saw the ad only on TV. Some saw it on TV and on a smartphone. Then they mixed up more combos including ads on PCs and tablets.
Here’s what they got:
Look at that nice hike in recall. Now, my first thought was, of course recall was better because they saw the ad four times where the base-level group only saw it once. Then I noted this line in the results, “different combinations of screens controlling for frequency.” So, I guess that means that the TV only people also saw the ad four times.
In addition to better overall recall, multi-screen viewers were also able to pick out more details, leading Google to state that engagement was higher. When asked what kind of Volvo was featured in the ad, 22% of the TV only group said a 4-door sedan but 39% of the multi-screen group got it right.
Now, not everyone can afford a TV commercial, but businesses of every size can advertise online, and on a variety of mobile devices. So these results still apply, even if you’re just marketing a mom and pop bicycle shop. The multi-screen approach allows you to reach your customer at the right place and the right time. The PC ad might be just the thing when they’re looking to put a bike under the tree this Christmas, but a FourSquare deal is better when they’re on the go and needing to buy a new bike tire.
Are you making good use of the multi-screen method?