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Videology, a leading software provider for converged TV and video advertising, released ‘The Mobile Impact: Driving Brand Metrics through Mobile Video Advertising,’ a white paper highlighting the results of four recent mobile video ad campaigns as measured by Nielsen’s Digital Brand Effect study. The release comes in conjunction with the company’s fourth ‘Knowledge Lab,’ an educational series meant to provide definitions, data, and explanations of complicated subjects. This installment is focused on mobile.
Through real case studies, ‘The Mobile Impact,’ paper demonstrates the effectiveness of mobile advertising in driving brand-building outcomes. Highlights of the case studies include:
- A CPG advertiser’s campaign resulted in a 125% lift in message awareness by using a mobile-focused approach for the video campaign.
- A major streaming video content provider’s campaign resulted in a 122% lift in awareness for a new show by targeting targeting mobile users based on their TV-viewing habits. Notably, the mobile campaign was twice as effective as desktop in brand building.
- A food brand’s mobile campaign resulted in a brand awareness lift of 46.6% by targeting audiences known to frequently consume video on mobile devices.
As pointed out in Videology’s mobile-focused Knowledge Lab, mobile video viewing has experienced exponential growth, with a related increase in ad spending for the medium. The Lab also defines the different strategies for mobile video targeting across the mobile web and in-app placements. Additionally, the Lab outlines the nuances and challenges related to IAB mobile standards (VAST, VPAID, MRAID), mobile inventory channels and attribution of ad campaign effectiveness.
“For the foreseeable future, mobile video, both on phones and tablets, will continue to be one of the largest growth areas for video consumption,” said Kevin Haley, Chief Scientist and Product Officer, Videology. “The personal nature of these devices allows for highly engaging advertising opportunities. Additionally, the large amount of available mobile data presents the opportunity for precision targeting of a strategic audience. All that said, it’s still important that mobile be part of a holistic plan. Brand planners and media owners should not separate mobile from their overall video strategy.”
Videology has found the advertisers are supporting this device-agnostic video strategy. For instance, in Q2 2016, four out of five campaigns executed on the Videology platform ran across multiple devices, an increase of more than 50% from the year before. Of all campaigns run, 86% leveraged mobile video to some degree.
Haley added, “As video specialists, we work hard to understand the nuances of each screen where video is shown. Yet, with screen-agnostic planning, our end goal of campaigns if focused on results, not devices. The power of the Videology Platform is in finding the right users to meet your real marketing objectives, regardless of screen.”