Mobile Video Study Claims Better Performance Than TV

But that’s not always a good thing

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A new report from the Mobile Marketing Association, Millward Brown and Tremor Video today finds that mobile video ads get consumers talking about ads more than television spots, even if that means being associated with annoying clips.

Millward Brown, Tremor Video and the MMA showed 20 mobile ads to groups of 150 consumers for a total of 3,000 respondents. The group was then asked to articulate sentiments like excitement, contentment, disappointment and inspiration for each piece of content.

The mobile ads were measured against TV benchmarks associated with each word. Twenty of the mobile ads over-indexed TV’s benchmark for participants who said they were "attracted" or "unimpressed" with the mobile ads. Nineteen of the mobile ads were associated more with "excitement" than TV spots.

Six other feelings—uniqueness, irritation, affectionate, pride, brand impression and active involvement—found in 13 mobile ads outperformed TV’s benchmark. Participants also said they felt content, annoyed, repelled, inspired and inadequate more after seeing a mobile ad versus a TV spot.

Clearly not all of the feedback on the mobile ads was positive, but the study is an interesting look at how ads served on smartphones and tablets (which are often viewed as ineffective) could change brand perception.

Whether or not that will convince brands to invest more in mobile is still up for debate. TV claims 38 percent of time consumers spend with media compared to 20 percent of time spent on mobile. However, marketers allocate 45 percent of marketing spend towards TV while mobile only receives 4 percent of ad spend, per the report.

The MMA is releasing the "Crème de la Crème: A Guide to Creating Successful Mobile Video Advertising Units" report only a few months after launching its first benchmark study on mobile video advertising.

In particular, native ad formats similar to the ones that Facebook and Twitter have been pushing recently will likely help in hiking up these investments "Mobile video seemed to struggle in terms of creative in the past because marketers were implementing display techniques and practices that didn’t work on smaller devices. You can’t even read a 320×50 ad on most screens. Today, marketers understand that consumption on mobile devices cannot be ignored, and it’s encouraging them to actually think about mobile as an additional piece of creative," said Tremor Video's David Sanderson, head of creative strategy.

@laurenjohnson Lauren Johnson is a senior technology editor for Adweek, where she specializes in covering mobile, social platforms and emerging tech.