BrightRoll held its annual Video Summit in New York City yesterday, and presented a new study with Nielsen about the connection between mobile video and TV. The study found:
– A marketer’s increase in cost per target rating point (TRP) doubled once they hit the 60-70 percent for a TV campaign.
– TV and mobile video can bump up a marketer’s targeted reach by 12.7 percent (CPG targeting females 25-54).
– Brands’ cost per TRP is estimated to drop by 13.7 percent when they spend 15 percent of budgets on mobile.
“There are still some things missing, and the ability to plan against mobile is a ways off. I also think we have yet to figure out creative on mobile,” Nielsen’s Managing Director of Digital Andrew Feigenson said.