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 Methodology
Mobile research allows you to research ‘in the moment’ capturing the emotional and behavioural reactions to advertising as it happens.
Recruitment
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.
Pre-post survey
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
- Stronger positive emotional reactions to advertising are driven via a dual screen format
- Dual screens drive greater action in the form of brand search and word of mouth
- Using an in-app element drives significantly stronger levels of consideration and purchase intention
Best
of luck to ITV in the AOP awards which are being hosted in June
To find out more about the results contact: holly.chart@itv.com
