Brands that choose multimedia campaigns to communicate their advertising messages are more memorable to consumers and are more likely to enhance perception of their brands, according to a new study from CNN International.
The study reveals that successful brands are those that place their advertising in an engaging environment, prompting an emotional response from the audience.
The level of attention an advertisement receives impacts the ability of respondents to remember the brand.
When respondents viewed advertising online and on mobile, they were more attentive, increasing the likelihood of advertising being noticed and adding to the re-call of the overall campaign, according to the research.
Despite the high cross-over between the audiences of all mediums, the audience is in a different state of mind when online or using a mobile phone versus watching TV.
Generally audiences are more attentive when online or mobile than when watching TV despite the results also showing that engagement can actually increase during ad breaks by as much as 10 per cent.
The study reveals that one in five consumers who were exposed to TV advertising for a well known bank were spontaneously able to re-call the brand advertised, however when online and mobile advertising were added, this figure rose to one in three.
The level of attention an advertisement receives impacts the ability of respondents to remember the brand. When respondents viewed advertising online and on mobile, they were more attentive, increasing the likelihood of advertising being noticed and adding to the re-call of the overall campaign.
Didier Mormesse, senior vice president for research at CNN International, said, “By complementing advertising on TV with ads online and on mobile, an advertiser can markedly increase campaign re-call leading to positive shifts in brand attitudes.”
To see the full study click here
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