New research by Nielsen reveals the results of a major cross-platform video ad effectiveness study initiated by AdColony, Horizon Media, and a major CPG brand. Fielded in May 2012, the cross-platform video ad effectiveness study measured the brand and ad effectiveness of the exact same 15-second video spot in live campaigns across TV, online and mobile. The study found that consumers exposed to the mobile video ads demonstrated significantly higher brand awareness, favorability and interest in purchasing. Overall, mobile video delivered superior results in comparison to online video and TV across all key brand and ad metrics, proving that mobile video is a high performing vehicle to drive ROI and merits greater investment in cross-screen marketing campaigns.

1. AdColony x Major CPG Brand x Nielsen
Cross-Platform Video Ad Effectiveness Study
October 2012
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2. Mobile Is The Fastest Growing Video Platform
• Mobile was the fastest growing video platform in 2011 with more than
31 million users, a nearly 40% increase from the previous year
• With device penetration for smartphones & tablets hitting record-
highs (including the record iPhone 5 launch) usage is expected to
explode over the next five years
But is mobile video an effective
platform for advertising?
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3. Teamed Up For 3 Screen Study On Video Ad
Effectiveness: TV, Online & Mobile
Nielsen cross-platform video ad effectiveness study measured identical 15-second CPG
Brand video spots across TV, online & mobile.
Study measured
brand recall,
Major CPG Brand message recall,
purchase intent &
more
AdColony is a leading mobile video
advertising & monetization platform with
proprietary Instant-PlayTM video ad
technology that serves crystal-clear
video ads at lightning speed
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4. Results: CPG Mobile Video Ad Significantly
Over-Indexed The Same Ad Across Platforms
Corona Ad Colony Video vs. Same Ad Norms (M21+)
CPG Brand AdColony Mobile Video Ad vs. Same Ad Norms (M21+) Across Platforms
Corona Ad Colony Video
CPG Brand AdColony Mobile Video Ad Ad Norm
Corona Same Creative Online Video
CPG Brand Same Creative Online Video Ad Norm (5.11.12 - 6.7.12)
Corona Same Creative TV Campaign - All Airings
CPG Brand Same Creative TV Campaign - All Airing (5.11.12 - 6.7.12)
79%
58%
49%
45%
29%
24%
12% 10% 15%
8% 6% 7% 7% 6% 4%
General Recall
Brand Recall
Message Recall
Ad Favorability
Purchase Interest
TV Standard Ad Source: Nielsen Brand Effect (IAG), Includes all airings (Prime & Non-Prime; Sports & Non-Sports); June 1, 2011 - June 10, 2012, M21+;
Significant differences at 90% confidence level or higher are indicated in bold+italics
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5. Digging deeper into the results...
Mobile video effectively complements TV
& online advertising; outperformed other
mediums on key brand & ad metrics
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6. Mobile Video More Effective For Driving
General Recall Than Online (2.7x) & TV (1.6x)
% of exposed respondents who are able to recall the major creative elements of the ad
(how memorable the ad is)
100%
79%
75%
49%
50%
29%
25%
0%
CPG Brand AdColony Mobile Video Ad
CPG Brand Same Creative Online Video Ad Norm
CPG Brand Same Creative TV Campaign
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7. Mobile Video More Effective For Driving
Brand Recall Than Online (4.8x) & TV (5.8x)
% of exposed respondents who recall the ad and the name of the brand/product being
advertised (how well the ad and the brand is breaking through)
75%
58%
50%
25%
12% 10%
0%
CPG Brand AdColony Mobile Video Ad
CPG Brand Same Creative Online Video Ad Norm
CPG Brand Same Creative TV Campaign
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8. Mobile Video More Effective For Driving
Message Recall Than Online (5.6x) & TV (7.5x)
% of exposed respondents who recall the ad and brand, and can play-back the ad’s key
message (the net breakthrough of the ad, brand and intended message)
50%
45%
25%
8%
6%
0%
CPG Brand AdColony Mobile Video Ad
CPG Brand Same Creative Online Video Ad Norm
CPG Brand Same Creative TV Campaign
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9. Mobile Video More Effective For Driving Ad
Favorability Than Online (3.4x) & TV (3.4x)
% of exposed respondents who recall the ad and brand and, and reported to like the ad
“a lot” or “somewhat” (the net breakthrough and appeal of the ad)
25% 24%
13%
7% 7%
0%
CPG Brand AdColony Mobile Video Ad
CPG Brand Same Creative Online Video Ad Norm
CPG Brand Same Creative TV Campaign
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10. Mobile Video More Effective For Driving
Purchase Intent Than Online (2.5x) & TV (3.8x)
% of exposed respondents who recall the ad and brand, and said that seeing the ad
‘strongly increased’ or ‘somewhat increased’ their interest in purchasing CPG products
25%
15%
13%
6%
4%
0%
CPG Brand AdColony Mobile Video Ad
CPG Brand Same Creative Online Video Ad Norm
CPG Brand Same Creative TV Campaign
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11. Compared to Online Ad Norms, Mobile Video
Significantly Outperformed Across All Metrics
Corona Ad Colony Video vs. Online Ad Norms (M21+)
CPG Brand Mobile Video Ad (AdColony) vs. Online Ad Norms (M21+)
Corona Ad Colony Video
Corona Online Video Ad Norm
CPG Brand AdColony Mobile Video Ad
CPG Brand Online Video Ad Video Ad Norm
Alcoholic Beverages Online Norm
Corona Online Display Ad Norm
CPG Brand Category Online Video Ad Norm
CPG Brand Online Display Ad Norm
79%
58%
45%
32%
30%
26%
24%
16%
14%
17%
15%
13%
11%
‡
10%
10%
8%
7%
7%
5%
5%
General Recall
Brand Recall
Message Recall
Ad Favorability
Purchase Interest
Web Ad Source: Nielsen Brand Effect (IAG), June 1, 2011 - June 10, 2012, M21+
‡ Significant difference at the following confidence levels: Purchase Interest (83%)
Significant differences at 90% confidence level or higher are indicated in bold+italics
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12. Compared to TV Ad Norms, Mobile Video Ad
Breakthrough Was Also Very Strong
CPG Brand Mobile Video Ad (AdColony) vs. TV Ad Norms
Corona Ad Colony Video vs. TV Ad Norms (M21+)
(M21+)
Corona Ad Colony Video
Corona TV Ad Norm
Beer & Ale TV Ad Norm
CPG Brand AdColony Mobile Video
CPG Brand TV Ad Norm
CPG Brand Category TV Ad Norm
79%
58%
53%
45%
41%
35%
29% 31%
24%
22% ‡
22%
17% 15%
15% 12%
General Recall
Brand Recall
Message Recall
Ad Favorability
Purchase Interest
TV Standard Ad Source: Nielsen Brand Effect (IAG); Includes all airings (Prime & Non-Prime; Sports & Non-Sports); June 1, 2011 - June 10, 2012, M21+;
Significant differences at 90% confidence level or higher are indicated in bold+italics
‡ Significant difference at the following confidence levels: Ad Favorability (87%)
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13. Key Takeaways
• Mobile video advertising is effective in driving consumer demand & complements TV
& online campaigns to drive greater awareness & action from target consumers
• As part of a 3 screen, cross-platform study, mobile video generated the greatest
breakthrough & impact influencing general recall, brand recall, message recall, ad
favorability & purchase interest
• Results prove that mobile video also provides an opportunity for marketers to
optimize their media mix by moving more aggressively to mobile, capitalizing on a
huge consumer trend towards mobility
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14. Methodology
• Timing: May 13-27, 2012
• Effective Recall: Surveyed between 4-36 hours post exposure
• Consistency: Identical survey questions, editorial structure, & syntax
• Measurement Process: Ad Breakthrough & Brand Impact data collected on-device
by Nielsen survey partner; data then processed, tabulated & analyzed independently
by Nielsen
• Respondents: All mobile users, M21+, who were either not exposed to the CPG
Brand ad (control) or exposed to the CPG Brand ad (test).
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15. About AdColony
• Leading mobile video advertising & monetization platform that plays crystal-clear HD
video at lightning speed & drives deep engagement with content
• Proprietary Instant-Play™ video ad technology serves video ads instantly on the most
popular apps in the world across Apple's iOS and Google's Android platforms
• Advertisers receive unmatched quality, speed & delivery results; AdColony's reach,
targeting, optimization tools & services provide advertisers with a superior way to
engage mobile audiences at scale
• AdColony's app developer tools & services provide publishing partners with ways to
maximize audience & revenue growth while gaining insight needed to continuously
optimize content & advertising offerings
• Privately held company with offices in Los Angeles, New York, San Francisco &
Seattle; backed by Insight Venture Partners - early investors in Twitter & Flipboard
among 50 other companies
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16. Contact
Nikao Yang
SVP, New Business Development & Marketing
nikao@adcolony.com
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17. Appendix
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18. Mobile Video Outperformed Other Platforms
Across All Ad Metrics (Multiplier Increase)
General Brand Message Purchase
CPG Brand Favorability
Recall Recall Recall Interest
Relative to
online 2.7x 4.8x 5.6x 3.4x 2.5x
video
Relative to
1.6x 5.8x 7.5x 3.4x 3.8x
TV
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19. Mobile Video Outperformed Other Platforms
Across All Ad Metrics (% Increase)
General Brand Message Purchase
CPG Brand Favorability
Recall Recall Recall Interest
Relative to
online 172% 383% 463% 243% 150%
video
Relative to
61% 480% 650% 243% 275%
TV
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