Full Screen TV Ads on Tablets Work Well for Advertisers

Studies on the effectiveness of tablet advertising are beginning to proliferate. Unlike the garden varieties of online ads, tablet advertising seems to work very well.

This week, Dell released the results of a month-long multi-platform campaign it ran to promote its educational technology products that ran across Web-connected TVs, the desktop Web, and mobile devices. The campaign goal was to track individuals across the three platforms to “correlate the impact of one channel with the other two.” Dell noticed a 68% lift in the amount of time an individual who saw the ads on more than one platform spent on its mobile site.

Dell’s experience follows closely on another study that shows most viewers are watching TV with their tablets in their laps, and they are evenly divided among those who concentrate most on the TV, those who concentrate on the tablet, and those who split their attention. Moreover, 28% of tablet viewers used the tablet to look up more information about something they saw advertised on TV.

These two studies should be incredibly good news to people who already advertise on TV. They can get better results by using their TV ads on tablets. In the past, that wasn’t possible, but with ZEDO‘s new high impact formats, brands can seamlessly run the same  :30 spots on the tablet that they produce for TV.

Full Screen TV Ads offer web users a TV-quality experience without intruding on browsing. The full-screen video ads expand when the viewer clicks on them, reinforcing the impact of the TV ad. Even better, there’s no reformatting necessary. These ads fit into normal ad units on high-traffic sites. Here’s how they work:

On page load, a small version of the TV ad starts playing, without audio. Audio starts on mouse-over and stops on mouse-off. A click opens the ad in full screen mode.  When the video ends, the ad shrinks to original size, with an option to open the advertiser’s landing page in a new tab.

The experience of Dell should mean more advertisers will be integrating these Full Screen TV Ads into their campaigns.