Synching mobile ads to TV creative improves purchase intent, finds Unilever

Serving mobile ads alongside TV ads improved Pond's advertising metrics

Mobile ads that use data to target people that have seen a corresponding TV ad increased important post-awareness metrics, according to research by InMobi, Unilever and Mindshare.

The experiment, which used the Ponds brand, sought to backup a theory that multiscreen campaigns would prove more effective for the FMCG brand. It found that while TV was still king for reach and awareness, mobile added an experiential element that improved metrics such as purchase intent.

Eka Sugiarto, Unilever Indonesia & SEAA media director, said: “TV is still the medium to drive strong and efficient reach. TV and mobile, however, provides an opportunity to deliver both reach and effectiveness. This research nudges marketers to evaluate a multi screen planning approach and complement their TV advertising spends with mobile to drive better value.”

According to the research, mobile creative saw 50 per cent higher purchase intent and 15 per cent higher interest in the product post-seeing the mobile creative, as compared to those who saw the TV commercial.

Speaking to The Drum, Jayesh Easwaramony, VP and GM of APAC, Middle East and Africa at InMobi, said that many marketers in emerging markets wanted to know how to better allocate budgets between different channels. He said many brands had a mobile investment of about six per cent, for example, but wanted to know how to shift the needle to ten per cent.

He said one issue was that brands often still put ad creative from other mediums onto mobile, which isn’t using the channel to its best ability.

“The first thing is to apply mobile-first creative to your advantage and second is is about starting to do what we are doing with Unilever and Mindshare, which is becoming more integrated within the planning framework. Mobile is sometimes adhoc within the whole media mix and planning cycle,” he explained.

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