AdColony x Major CPG Brand x Nielsen Cross-Platform Video Ad Effectiveness Study

October 2012
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Mobile Is The Fastest Growing Video Platform

Mobile was the fastest growing video platform in 2011 with more than
31 million users, a nearly 40% increase from the previous year

With device penetration for smartphones & tablets hitting recordhighs (including the record iPhone 5 launch) usage is expected to explode over the next ve years

But is mobile video an effective platform for advertising?

Teamed Up For 3 Screen Study On Video Ad Effectiveness: TV, Online & Mobile
Nielsen cross-platform video ad effectiveness study measured identical 15-second CPG Brand video spots across TV, online & mobile.

Major CPG Brand

Study measured brand recall, message recall, purchase intent & more
AdColony is a leading mobile video advertising & monetization platform with proprietary Instant-PlayTM video ad technology that serves crystal-clear video ads at lightning speed

Results: CPG Mobile Video Ad Significantly Over-Indexed The Same Ad Across Platforms
Corona Ad Colony Video vs. Same Ad Norms (M21+) CPG Brand AdColony Mobile Video Ad vs. Same Ad Norms (M21+) Across Platforms
Corona Ad Colony Video Corona Same Creative Online Video CPG Brand AdColony Mobile Video Ad Ad Norm CPG Brand Same Creative Online Video Ad Norm (5.11.12 - 6.7.12) Corona Same Creative TV Campaign - All Airings

CPG Brand Same Creative TV Campaign - All Airing (5.11.12 - 6.7.12)

79% 58% 49% 29% 12% 10% 8% 6% 45% 24% 15% 7% 7% 6% 4%

General Recall

Brand Recall

Message Recall

Ad Favorability Purchase Interest

TV Standard Ad Source: Nielsen Brand Effect (IAG), Includes all airings (Prime & Non-Prime; Sports & Non-Sports); June 1, 2011 - June 10, 2012, M21+; Signicant differences at 90% condence level or higher are indicated in bold+italics

Digging deeper into the results... Mobile video effectively complements TV & online advertising; outperformed other mediums on key brand & ad metrics

Mobile Video More Effective For Driving General Recall Than Online (2.7x) & TV (1.6x)
% of exposed respondents who are able to recall the major creative elements of the ad (how memorable the ad is)

100%

79%
75% 50%

49% 29%

25% 0%
CPG Brand AdColony Mobile Video Ad CPG Brand Same Creative Online Video Ad Norm CPG Brand Same Creative TV Campaign

Mobile Video More Effective For Driving Brand Recall Than Online (4.8x) & TV (5.8x)
% of exposed respondents who recall the ad and the name of the brand/product being advertised (how well the ad and the brand is breaking through)

75%

58%
50%

25%

12%
0%

10%

CPG Brand AdColony Mobile Video Ad CPG Brand Same Creative Online Video Ad Norm CPG Brand Same Creative TV Campaign

Mobile Video More Effective For Driving Message Recall Than Online (5.6x) & TV (7.5x)
% of exposed respondents who recall the ad and brand, and can play-back the ads key message (the net breakthrough of the ad, brand and intended message)

50%

45%

25%

8%
0%

6%

CPG Brand AdColony Mobile Video Ad CPG Brand Same Creative Online Video Ad Norm CPG Brand Same Creative TV Campaign

Mobile Video More Effective For Driving Ad Favorability Than Online (3.4x) & TV (3.4x)
% of exposed respondents who recall the ad and brand and, and reported to like the ad a lot or somewhat (the net breakthrough and appeal of the ad)

25%

24%

13%

7%

7%

0%
CPG Brand AdColony Mobile Video Ad CPG Brand Same Creative Online Video Ad Norm CPG Brand Same Creative TV Campaign

Mobile Video More Effective For Driving Purchase Intent Than Online (2.5x) & TV (3.8x)
% of exposed respondents who recall the ad and brand, and said that seeing the ad strongly increased or somewhat increased their interest in purchasing CPG products

25%

15%
13%

6%

4%

0%
CPG Brand AdColony Mobile Video Ad CPG Brand Same Creative Online Video Ad Norm CPG Brand Same Creative TV Campaign

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Compared to Online Ad Norms, Mobile Video Significantly Outperformed Across All Metrics
Corona Ad Colony Video vs. Online Ad Norms (M21+) CPG Brand Mobile Video Ad (AdColony) vs. Online Ad Norms (M21+)
Corona Ad Colony Video Corona Online Video Ad Norm CPG Brand AdColony Mobile Video Ad Alcoholic Beverages Online Norm CPG Brand Online Video Ad Video Ad Norm Corona Online Display Ad Norm CPG Brand Category Online Video Ad Norm

CPG Brand Online Display Ad Norm

79%

58% 45%
32% 30% 26% 16% 14% 17% 13% 11% 10%

24%
10% 7% 7%

15%
5% 5%

8%

General Recall

Brand Recall

Message Recall

Ad Favorability

Purchase Interest

Web Ad Source: Nielsen Brand Effect (IAG), June 1, 2011 - June 10, 2012, M21+ Significant difference at the following confidence levels: Purchase Interest (83%) Significant differences at 90% confidence level or higher are indicated in bold+italics

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Compared to TV Ad Norms, Mobile Video Ad Breakthrough Was Also Very Strong

CPG Brand Mobile Video Ad (AdColony) vs. TV Ad Norms Corona Ad Colony Video vs. TV Ad Norms (M21+) (M21+)
Corona Ad Colony Video Corona TV Ad Norm Beer & Ale TV Ad Norm

CPG Brand AdColony Mobile Video CPG Brand TV Ad Norm CPG Brand Category TV Ad Norm

79% 58%
41%

53%

45%
35% 29% 31% 22%

24% 22%

17%

15% 15% 12%

General Recall

Brand Recall

Message Recall

Ad Favorability

Purchase Interest

TV Standard Ad Source: Nielsen Brand Effect (IAG); Includes all airings (Prime & Non-Prime; Sports & Non-Sports); June 1, 2011 - June 10, 2012, M21+; Signicant differences at 90% condence level or higher are indicated in bold+italics Signicant difference at the following condence levels: Ad Favorability (87%)

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Key Takeaways

Mobile video advertising is effective in driving consumer demand & complements TV & online campaigns to drive greater awareness & action from target consumers As part of a 3 screen, cross-platform study, mobile video generated the greatest breakthrough & impact inuencing general recall, brand recall, message recall, ad favorability & purchase interest Results prove that mobile video also provides an opportunity for marketers to optimize their media mix by moving more aggressively to mobile, capitalizing on a huge consumer trend towards mobility

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Methodology
Timing: May 13-27, 2012 Effective Recall: Surveyed between 4-36 hours post exposure Consistency: Identical survey questions, editorial structure, & syntax Measurement Process: Ad Breakthrough & Brand Impact data collected on-device
by Nielsen survey partner; data then processed, tabulated & analyzed independently by Nielsen

Respondents: All mobile users, M21+, who were either not exposed to the CPG
Brand ad (control) or exposed to the CPG Brand ad (test).

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About AdColony

Leading mobile video advertising & monetization platform that plays crystal-clear HD video at lightning speed & drives deep engagement with content Proprietary Instant-Play video ad technology serves video ads instantly on the most popular apps in the world across Apple's iOS and Google's Android platforms Advertisers receive unmatched quality, speed & delivery results; AdColony's reach, targeting, optimization tools & services provide advertisers with a superior way to engage mobile audiences at scale AdColony's app developer tools & services provide publishing partners with ways to maximize audience & revenue growth while gaining insight needed to continuously optimize content & advertising offerings Privately held company with offices in Los Angeles, New York, San Francisco & Seattle; backed by Insight Venture Partners - early investors in Twitter & Flipboard among 50 other companies

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Contact

Nikao Yang
SVP, New Business Development & Marketing nikao@adcolony.com

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Appendix

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Mobile Video Outperformed Other Platforms Across All Ad Metrics (Multiplier Increase)

CPG Brand

General Recall

Brand Recall

Message Recall

Favorability

Purchase Interest

Relative to online video

2.7x

4.8x

5.6x

3.4x

2.5x

Relative to TV

1.6x

5.8x

7.5x

3.4x

3.8x

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Mobile Video Outperformed Other Platforms Across All Ad Metrics (% Increase)

CPG Brand

General Recall

Brand Recall

Message Recall

Favorability

Purchase Interest

Relative to online video

172%

383%

463%

243%

150%

Relative to TV

61%

480%

650%

243%

275%

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