Multi-screen advertising has a meaning that consumers use multi devices to promote their companies, products and services with same or similar advertisings. The bases of multi-screen advertisings are Television, PC, Tablet and Mobile advertising.
Google has been partnership with Nielsen and CBS’s Television City Media Lab to analyze advertising approach and provide specific, quantitative test results. The result that is posted in Google’s Mobile Advertising Blog has shown that multi-screen advertising is more effective than single-screen advertising.
For the test group that saw the advertisement for a Volvo only on the TV screen, the brand recall was 50%.However, for the group that saw the ad on all screens – TV, mobile, PC, tablet – the brand recall jumped up to 74%.
In terms of consumers understanding and recalling more details about the advertisement, it is clear that multi-screen advertising is also effective in this regard.
39% of consumers who viewed the ad on all screens were able to correctly identify that the ad featured a 4-door Volvo. For those the only saw it on TV, the recall was about half that at 22%.
Seeing the result of the study, it won’t be surprising if many brands begin to use a multi-screen strategy to leverage the results of their investment.