"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. 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."
"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."
"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,"
An experiment using the Ponds brand tested multiscreen campaign effects for an FMCG product. TV delivered the strongest reach and awareness while mobile added an experiential element that improved outcomes. Mobile creative produced 50% higher purchase intent and 15% higher product interest compared with viewers who only saw the TV commercial. Combining TV and mobile can deliver both reach and effectiveness and drive better value. Many brands underinvest in mobile and often repurpose non-mobile creative; adopting mobile-first creative and integrating mobile into media planning can improve results.
Read at The Drum
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