The Mobile Impact:
Driving Brand Metrics Through Mobile Video Advertising
Branding has always been the keystone of advertising.
Whether it’s a traditional CPG brand or the latest in consumer
technology, branding is how consumers differentiate one
product from its competitors. As the number of screens and
messages around us continues to grow every day, measuring
brand impact has never been more necessary…or more
complicated.
Marketers have historically been hesitant to see mobile as
a brand-building channel, but that perception is changing.
Mobile is one of the fastest growing technologies in the
advertising industry today, and for good reason: the number
of smartphone users in the US has increased by over 125%¹
in the past 5 years, and time spent with mobile video has
increased over 200%². As a result, advertisers are recognizing
that mobile is an essential part of consumers’ lives not just for
communication, but for content consumption.
What is DBE?
Digital Brand Effect, or DBE, is a brand
impact study run by Nielsen that equips
marketers with real-time brand metrics
using a control/exposure surveybased approach. These metrics can be
used to measure specific campaign
objectives, including message recall,
awareness, purchase intent and brand
favorability. By integrating DBE studies
into Videology campaign planning,
companies can better optimize and
report on their results.
While mobile is a small screen, it can pack a big brand punch. Recently, we have seen strong success helping
marketers create brand-focused video campaigns on mobile devices, as measured by Nielsen’s Digital Brand
Effect (DBE) studies.
The case studies in this report demonstrate the strong brand impact mobile campaigns can have, including:
• A CPG advertiser that drove major increases in brand awareness through a mobile-focused approach
• A major streaming video content provider that boosted tune-in for a new show by targeting mobile users
based on their TV viewing habits
• A food brand that was able to lift brand metrics through a more efficient cross-screen approach—utilizing
both mobile and desktop campaigns
With mobile accounting for an increasing share of viewing, it’s now essential for brands to include mobile as
part of their cross-screen strategies, and understand its impact on brand metrics.
1 eMarketer 2016
2 eMarketer, 2016
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THE MOBILE IMPACT:
DRIVING BRAND METRICS THROUGH MOBILE VIDEO ADVERTISING
Food Brand:
Leveraging Mobile Video to Drive Major Brand Lift
Challenge:
A major CPG company was looking to drive sales of a mass-market food product.
They had been experimenting with several video advertising platforms, and
approached Videology with the challenge of driving brand awareness for the
product itself, and creating a halo effect for the overall brand.
Brand Awareness Lift
Unexposed vs. Exposed Groups
Mobile Video
+125.2%
Approach:
Videology worked with the client to develop a targeting approach to reach key
engaged audiences as they are watching video on their mobile phones. The plan
leveraged a combination of behavioral, demographic, and contextual targeting to
pinpoint the right consumers. Throughout the campaigns, a DBE impact study was
conducted to report on the effectiveness of the targeting and creative in building
brand awareness.
22.7%
vs. Unexposed
10.1%
Results:
Through innovative targeting and a mobile-focused approach, the campaign drove
a message awareness lift of over 125% compared to the unexposed control group.
Due to these strong results, Videology was among the top performers compared to
other video platforms.
UNEXPOSED
EXPOSED
Streaming Video Content Provider:
Target Consumers on Mobile Based on TV Viewing Habits
Challenge:
A major streaming video content provider wanted to
increase awareness for a new original show in order to boost
viewership and drive subscriptions to the service.
Approach:
Videology worked with the client to create a digital video
branding campaign to run on desktop as well as mobile. By
using the platform’s custom TV Amplifier™ targeting, the
client was able to use Nielsen data to pinpoint viewers of
TV comedies, then target those viewers in the digital world.
During the campaign, a DBE impact study was conducted
to identify which channels were the most effective for
driving the greatest lift in awareness and intent.
Results:
By efficiently targeting consumers likely to be interested in
the new series, Videology drove increased lift across both
mobile and desktop. Notably, the mobile campaign was
twice as effective as desktop in brand building, driving a
122% lift in awareness for the new show compared to an
unexposed group.
Brand Awareness Lift
Unexposed vs. Exposed Groups
Mobile Video
+121.9%
vs. Unexposed
23.0%
+57.2%
vs. Unexposed
20.3%
12.9%
10.4%
UNEXPOSED
Desktop Video
EXPOSED
UNEXPOSED
EXPOSED
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THE MOBILE IMPACT:
DRIVING BRAND METRICS THROUGH MOBILE VIDEO ADVERTISING
Food Brand:
Boost Product Awareness Among Younger Audience with Mobile Video
Challenge:
A major CPG food company was looking to increase
brand awareness among a younger demographic, and
ultimately drive sales for their snack products.
Approach:
Videology worked with the client to develop a
mobile campaign to reach the younger snacking
demographic. The mobile ads ran in conjunction with
desktop ads, so that messaging seen on both screens
worked together to build brand awareness. Videology
then used the DBE impact study to report on the
effectiveness of the campaign.
Results:
By targeting younger consumers who were likely to be
watching video on their phones, the mobile campaign
was particularly successful, driving a brand awareness
lift of over 46%. Additionally, the campaign was able to
lift awareness through desktop ads by 28.6%.
Brand Awareness Lift
Unexposed vs. Exposed Groups
Mobile Video
+46.6%
26.6%
vs. Unexposed
+28.6%
vs. Unexposed
18.1%
UNEXPOSED
Desktop Video
20.7%
16.1%
EXPOSED
UNEXPOSED
EXPOSED
Why Mobile?
Since 2011, the annual growth rate for mobile video consumption has increased steadily¹ making mobile a crucial
component of marketers’ cross-screen strategies.
Growth of Viewing:
• Since 2014, time spent with mobile video has increased from 21.8 minutes to 28.9
minutes daily. It is projected to reach 33.6 minutes by 2018.²
• 17% of U.S. TV viewers watch programs on their tablets. ³
• 152 million Americans will watch video on their mobile phones this year.4
Growth of Mobile Video Ad Spending:
• U.S. mobile advertising spending grew by 114% in 2015.5
• By 2020, mobile video spending will grow by 300% to become a $17.4 billion
market in the U.S.6
Source: (1) eMarketer, April 2015 (2) eMarketer 2015 (3) Annalect, “[Cl]utterly Satisfied: Exploring how TV viewers discover and consume content”, 2015
(4) eMarketer, 2015 (5) eMarketer via Cowen and Company, 2015 (6) eMarketer via Cowen and Company, 2015
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About Videology
Videology (videologygroup.com) is a leading software provider for
converged TV and video advertising. By simplifying big data, we
empower marketers and media companies to make smarter advertising
decisions to fully harness the value of their audience across screens.
Our math and science-based technology enables our customers to
manage, measure and optimize digital video and TV advertising to
achieve the best results in the converging media landscape.
For more information, contact [email protected]
www.videologygroup.com
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