New BrightRoll Study Reveals How Mobile Video Complements TV

SAN FRANCISCO, Oct. 1, 2014 /PRNewswire/ -- BrightRoll, the largest independent video advertising platform, today released findings from a first-of-its-kind study called BrightRoll Insights: Mobile Video Advertising Strengthens TV Media Investments. The BrightRoll-commissioned study conducted by Nielsen examines media efficiency across TV and mobile video. It offers practical advice on how brand marketers and agencies can leverage these mediums to cost-effectively reach consumers where they are consuming media. 

"While TV still has the broadest reach among mass media channels, consumer habits have dramatically changed and mobile video is poised to become an integral part of how brands connect, engage, and convert their key audiences," said Andrew Feigenson, managing director, digital, Nielsen. "Brand marketers are expecting to increase their mobile video media investments to capture the attention of consumers whose attention is being spread across multiple screens."

The study showcases that brand marketers can put their media dollars to work more effectively and better reach cross-screen audiences through a combination of TV and mobile video advertising. The goal of the study was to determine how the pairing of mobile and TV advertising can build incremental reach for brand advertisers and improve cost efficiency.

Key findings from the report include:

• While TV remains the "first screen," video consumption on mobile devices is increasing at record levels. This dramatic shift in consumer behavior has encouraged many brand marketers to rethink their media buying strategies to put their message where target audiences are spending time.
• Using mobile video to complement TV can easily increase a marketer's targeted reach by as much as 12.7 percent (CPG targeting females 25-54).
• As video consumption on mobile devices continues to accelerate, complementing TV buys with an incremental investment in a mobile video advertising strategy will reduce brand marketers' incremental cost per target rating point (TRP). TRPs could drop by as much as 13.7 percent when 15 percent of budgets are deployed on mobile video.

"The proliferation of mobile video consumption has created new challenges for brand marketers who seek to reach audiences wherever they are watching video," said Tim Avila, senior vice president, marketing operations, BrightRoll. "This study demonstrates that mobile video can be a powerful complement to TV advertising, and offers insights that will help advertisers execute campaigns to engage these harder-to-reach audiences."

The BrightRoll-commissioned study was conducted by Nielsen in collaboration with the BrightRoll research department. It was conducted on four verticals: Consumer Packaged Goods (CPG), auto, financial services and telecom. Data was aggregated from multiple sources including Nielsen National People Meter panel, Nielsen Electronic Mobile Measurement panel and Nielsen Monitor­Plus.

Download a full copy of the BrightRoll Insights: Mobile Video Advertising Strengthens TV Media Investments report.

About BrightRoll
BrightRoll is the only independent and unified programmatic video advertising platform for reaching audiences across web, mobile and connected TV. The company powers digital video advertising for the world's largest brands, including 85 of the top 100 US advertisers and 18 of the top 20 advertising technology companies. The platform enables advertisers to reach 4 in 5 video viewers online and consistently ranks among the top two video ad platforms in ads served. As a result, BrightRoll technology collects and analyzes hundreds of billions of data points monthly enabling real-time decisions that drive ROI for advertisers. To learn more, visit www.brightroll.com.

Media contact:
Fred Han
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SOURCE BrightRoll