In this article, Owen Buttolph, Business Analyst at MediaCom Edinburgh, considers the different roles that digital devices (mobile, tablet, laptop) can play in our lives based on how we use them and the implications for digital marketing activity. It makes reference to a recent study published in the Journal of Advertising Research that explored the effectiveness of video advertising and how it is impacted by the different devices used.
- Are video commercials more effective if seen on TV, as compared to viewings on PCs, small audio-visual devices, and mobile phones?
- Are there positive (or negative) synergy effects for video commercials seen across combinations of devices, such as a TV, a PC, and a mobile phone?
- What happens if there are differences in advertising format—i.e., interactive versus non-interactive video commercials?