Cross Platform Campaigns Boost Brand Recall 9 Times; Mobile Bumps Interaction 4 Times

Advertising is becoming increasingly interconnected this year and more marketers are pushing out innovative cross platform campaigns, but how does each medium perform? They're not all created equally and mobile phones generate a much higher click through - or interaction rate - 4 and a half times -- that online video does. For more details on how new media outlets can help each other, check out this week's New Media Minute.

Advertising is becoming increasingly interconnected this year and more marketers are pushing out innovative cross platform campaigns. But how does each medium perform? They aren't all created equally. And mobile phones generally have much higher clickthroughs or interaction rate--about four and a half times that of online video, according to a new report from Videology.

Some reasons for this are:

• On mobile phones you can have more targeted messaging.
• Mobile can offer a stronger call to action.
• The intangible factor that consumers feel connected to their phones.

The interaction rate isn't the only measure of success, of course. Marketers also want viewers to watch video ads all the way to the end. And consumers are most likely to do that via connected TV's--which has double the completion rate of online video.

The upshot? It doesn't cost too much to add a mobile component, so if clickthrough is the objective of the marketer's campaign, do that. But what about social media? New research also shows that the average social video ad campaign generated a 30% increase in additional value above the media spend simply by being shared and passed around.

The ultimate takeaway is to analyze ruthlessly what works for your brand or your site, and marketers should also be looking for ways to layer in new media to increase the interaction and touch points with a potential customer.

One final stat: Videology also found that campaigns utilizing multiple screens--online video, mobile, and connected tv--had a 9x increase in brand recall. New media to the rescue!