Mobile can boost television ads

Purchase intent is improved by using mobile target after viewing television adverts.


With more people than ever viewing television adverts on mobile devices, businesses are now using mobile targeting to boost purchase intent following this.

According to research conducted by InMobi, Unilever and Mindshare, syncing mobile targeting with creative television ads is an effective approach to boosting post-awareness metrics. This was established following an experiment using the brand Ponds, which aimed to back up the theory that multiscreen campaigns would prove more successful.

The results showed that while television ads continue to have the most reach and create the most awareness, adding mobile to a campaign adds a new experiential element that boosts a customer's intent to purchase.

According to Eka Sugiarto, media director for Indonesia and SEAA at Unilever: "TV is still the medium to drive strong and efficient reach. TV and mobile, however, provides an opportunity to deliver both reach and effectiveness."

Topics

Related content

Google introduces Privacy Sandbox for Android

Learn more

Gambling regulator clamps down on ads being misplaced on pirate sites

Learn more
MobileAdsUnite

Consumer control and “common sense” key to tackling mobile ad blocking: IAB UK study

Learn more
Mobile Engage

IAB UK bids farewell to flagship Mobile Engage event

Learn more

Rediscover the joy of digital advertising

Champion connections instead of clicks. Capture audiences' imaginations, not just their attention. Boldly move to your own beat instead of letting tech set the pace. It’s time to rediscover the joy of digital.