We were proud to work with ITV on the project and to help them understand the effectiveness of dual screening adverts on TV and in-app, during their flagship live entertainment show X Factor.
The research also allowed them to use insight to aid the product development of new and engaging advertising formats.
Mobile research allows you to research ‘in the moment’ capturing the emotional and behavioural reactions to advertising as it happens.
We recruited iPhone and iPad users from our UK panel, segmenting them into test and control groups depending on whether they use the X Factor app, watch the TV programme, a combination of both and those who do not watch the show or use the app.
To understand the effectiveness of ITV’s new dual screening advertising format it was important to understand the change of opinions towards the brand pre and post wave the experience, plus comparing against control groups allows you to understand the underlying effect of the ad format.
Summary of Results
Best of luck to ITV in the AOP awards which are being hosted in June
To find out more about the results contact: firstname.lastname@example.org