Study shows advertisers must converge
Published: Jun 17, 2009
Asia Pacific - CNN International study shows that online and mobile advertising campaign can be more effective than TV.
The CNN commissioned study, conducted in January and February this year in partnership with research groups OTX and Innerscope, gathered information from 2,400 respondents from Europe and Asia.
It measured cross-platform advertising effectiveness and viewers' engagement when watching ads in various platforms.
It shows that audiences are more attentive when online or mobile than watching television. Some 20% of the respondents who were exposed to TV ad for a well known bank were able to recall the brand advertised, compared with more than 33% for online and mobile advertising.
The study also uses eye-tracking technology to measure the time viewers spend on a web or mobile page. The result shows that users' eyes are on the pre-roll ad for 77%-87% of its duration. This level of attention is crucial because it reflects the ability of respondents to remember the brand.
But it does not mean that TV platform loses its value. The research, shows viewers engagement increased during ad breaks as much as 10%.
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