If you are moving ad budgets from traditional TV into digital, you may want to emphasize connected TV (CTV) over mobile video because it is more effective.
A new study by @Comcast found that viewers of mobile video ads saw fewer ads, and of those that they did see, they recalled fewer. The differences were significant: for instance, unaided recall was at 44% of respondents for traditional TV, but only at 20% for mobile video watchers.
Is Mobile An Effective Medium For Watching TV Commercials? 02/16/2023 (mediapost.com)
This replicates the results from a 2016 study by Turner Broadcasting and Horizon Media, conducted by MarketShare, which found that linear TV, at similar spending levels, provided four times the KPI lift of other media. Cross-channel campaigns including digital provided additional lift.
As the transition from advertising on traditional TV to digital video advertising continues, buyers follow suit by moving budgets into mobile video, figuring that Millennial, Zoomer and Alpha generations will take their viewing to mobile devices. As a result, of linear TV ad budgets being moved into digital video, about 40% go into connected TV, but 40% go into mobile video, even though mobile commercials cannot replicate what ads can do on TV – arouse emotions on a big canvas.
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