Combining the acceptance of TV ads with the ubiquity and power of online technology has been tipped to open up a wealth of marketing opportunities.
With the average mobile device owner spending seven hours of their day viewing content on multiple screens, brands are now increasingly looking at ways of joining the dots to create strong multi-channel experiences.
Unfortunately advertorial across smartphones and tablets is not being received as well as some may have hoped. However, TV boasts much better rates of general acceptance, and a new infographic from Millward Brown highlights a number of ways in which brands can blend the two approaches for the ultimate in marketing synergy.
The perfect blend
The research house, who recently confirmed a deal for media analytics firm InsightExpress, has revealed findings from a recent study into the multi-screen era.
When respondents were asked about their acceptance towards ads on smartphones and tablets, the pair managed reasonable scores of 24% and 23% respectively – much lower than TV on 41%. This is not to say that online cannot fair as well as TV in the advertising stakes, though, as other insights from the AdReaction survey would explain.
In listing their favourite types of ad content, TV spots linking to a brand’s website was cited by 35% of the group. In another positive showing for online, sponsored mobile play-alongs for live TV events, which could see the linking of an app to other on-screen content, achieved 35%.
The case for smartphones and tablets was boosted even further by micro videos, or those posted on social platforms like Vine and Instagram.
Short clips acting as advertisements gained interest from 40% of the group, making it the highest performing ad format in terms of acceptance.
Overall, the survey urged brands to be connected with their ad formats and consistent with their messaging for the best results.
Other findings from Millward Brown can be found in the infographic below.