With more customers adding smartphones, tablets and other mobile devices into their entertainment arsenals, brands have more ways than ever to engage with their customers digitally. Want some more good news? The more screens a brand connects with a customer on, the more likely he or she will be to be able to recall that brand.
Recent research conducted by Viggle, an entertainment marketing and rewards platform, indicates that when customers see an ad on both television and a mobile device, they realize a 39 percent increase in brand recall. On top of that, the dual exposure creates a “significant uptick in likeability and interest in the creative, with users expressing interest to purchase,” the survey revealed.
According to the research, 40 percent of users that caught an ad both on television and on Viggle were able to recall the ad, compared to 25 percent of those who just caught it on the television. On top of that, 87 percent of the TV-and-Viggle audience was able to recall the brand that was behind the ad, compared to 79 percent of those who solely caught the ad on television.
“This study demonstrates that when a brand establishes a second screen media presence via the Viggle platform in conjunction with its TV spend, it drives higher awareness, stronger message recall and greater purchase intent among its key consumers,” explained Kevin Arrix, Viggle’s chief revenue officer.
These days, though a majority of television viewing is still done on the couch, the rise of over-the-top (OTT) content and TV Everywhere has led consumers to migrate their viewing experience to mobile devices when the circumstances dictate. On top of that, many users fidget with these mobile devices while they’re watching television, browsing for additional content to consume.
As such, brands should consider a coordinated advertising campaign that focuses on both standard television commercials as well as ads that are specifically target mobile devices. In doing so, they strengthen their brand awareness thereby likely bolstering their bottom lines.