Dive Brief:
- A recent study from the Mobile Marketing Association, Millward Brown, and Tremor Video shows that mobile video ads evoke stronger responses and get viewers talking about ads more than TV.
- Consumers were asked to rate mobile ads and TV ads within the parameters of certain words — for all 20 of the ads, participants said they were "attracted" or "unimpressed" with mobile ads over TV ads.
- Nineteen of the mobile ads ranked higher for "excitement" over TV.
Dive Insight:
Clearly, not all of the feedback for mobile ads was positive, but it was stronger. The biggest struggle for both mobile video ads and TV ads is to inspire enough of a response to be memorable. Even if it's a negative response, the viewers were at least paying more attention to the mobile ads. Data like this is important when marketers are still — according to the article — spending 45% of their budget on TV and only 4% on mobile. It might be time to reconsider.
