Although it makes common sense, it’s still nice to see a study that confirms what a lot of us already knew: For retailers especially, television presents a more effective commercial environment than the Internet or mobile devices.
A new report from the research firm NeuroFocus found that TV earns high marks for emotional engagement, message recall and intent to purchase. While on the other hand, viewers of small-screen media (Internet and mobile) found the ad experience to be less immersive and not nearly as engaging as TV.
“Emotional response appears to be tied to the way people use different media platforms,” said Clay Collier, Cable & Telecommunications Association’s VP of Research.
He adds, “TV is particulary good at striking an emotional cord and conveying a sense of novelty. If you want to draw someone in and create an immersive environment, TV is a better fit.”
“On the small screen (mobile devices), certain emotional triggers – facial expressions, for example – are somewhat undermined,” said Clay.
(Somewhat undermined? On a three inch cell phone screen, you’d be lucky enough to discern a face, let alone facial expressions.)
The study also found that TV and Mobile ads were particularly effective at prompting a sale. Not so for Internet ads, which appear to require repeated exposure before eliciting a consumer response.
On the emotional engagement scale, Internet ads came in last by a wide margin.
“It stands to reason that people who are less emotionally invested in your ad may be less likely to buy your product,” said Tim Brooks, a former Lifetime Network Research Director.
I told you this was common sense …