Adidas campaign points to effectiveness of multiscreen advertising
September 30, 2011
The takeover of YouTube mobile
Sportswear brand adidas ran a video-centric ad campaign across online, mobile and tablet devices.
Carat is adidas’ agency of record. Carat tapped Google to extend the brand’s message to digital.
“We partnered with Nielsen to measure the incremental impact of multiscreen advertising,” said Johanna Werther and Ben Chung, both part of the Google Mobile Ads Marketing team at Google, Mountain View, CA, in a blog post.
“The results clearly demonstrated the impact that multiscreen advertising has on branding,” the blog post says.
Let the numbers speak
Adidas' campaign succeeded in driving awareness and engagement with the brand through YouTube takeovers across all three digital screens.
The results were astounding: Adidas YouTube channel views jumped 26X and subscribers doubled over the course of the campaign.
The YouTube roadblock reached 4 million more consumers on their mobile devices.
Adidas’ All-In video was viewed more than 2 million times in the United States. It received 6,252 likes and 1,869 comments.
So happy together
A study commissioned by CBS and conducted by Nielsen found that a three-screen digital approach is a successful advertising strategy.
Participants were asked to view content across television, PCs, smartphones and tablets.
Volvo’s 15-second video ad promoting the S60 sedan was played for various study participants.
Some people saw no ads and others saw the Volvo ad in different combinations of screens.
Of the group that saw only TV ads, 50 percent recalled that the ad was for Volvo. Only 22 percent of these individuals recalled that the ad was for a 4-door sedan
For those who saw the video across all screens: TV, PC, mobile and tablet the brand recall was 74 percent. Thirty-nine percent recalled that the ad was for a 4-door sedan.
“We share this ad effectiveness research on the heels of our recently released internal data on multiscreen usage patterns revealing how users select the type of screen they are interacting with at different points in their day,” the Google blog post says.
“The multiscreen opportunity is looming for advertisers so we wanted to share these new insights and showcase examples of successful integrated digital display campaigns,” it says.
Adidas extended its video creative across all digital screens with YouTube.
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