Mobile video extremely effective for CPG brands

Recent research reveals that CPG marketing campaigns via mobile video format were more effective than videos placed on TV or online. Mobile video ads had higher recall, favorability and purchase interest. Mobile ads can have almost 5x ad awareness and purchase intent of 4x versus desktop display. While these results are certainly very interesting, I think additional research should be conducted to understand causation (why are mobile ads associated with increased purchase intent?). I have a feeling that correlation may be confused with causation here -- people looking at mobile ads may actually be at the site of purchase and are reviewing ads as they make their final purchase decisions. Full article here: http://www.emarketer.com/Article.aspx?R=1009490