Nielsen Online measurement giant must be happy when the likes of Google and Facebook are commissioning them to conduct research on their behalf. That research showing definitively that consumers remember ad campaigns better when they see it across multiple platforms and screens – including online advertising as well as mobile and tablet advertising (the 3rd and 4th screen) – not just on TV.
I’m not sure if this research is really telling us anything we don’t already know. I would have thought it makes simple common sense to ensure that your ad campaign is seen in as many places as possible so as to ensure you reach your intended audience. We know that TV viewership has been in decline the last couple of years but Social TV and the ability to engage with your entertainment using multiple screens at once seems to be boosting TV numbers, another Nielsen report shows. One takeout of that report says “New technologies are creating additional opportunities to view, keeping consumers engaged with broadcast television and enabling them to watch when and where they like.”
But what this really confirms is that Digital media supports the advertising powerhouse of TV exponentially. We all know the viewers are spending more time online and that advertisers are slowly making the shift to spending more online. Maybe this will speed them up.