New Report Reveals The Transformative Power of Interactivity in Mobile Video Advertising
Get your copy of "The Ultimate Guide to Interactive Mobile Video Ads" here
Key Findings
The report identifies three primary types of interactivity that contribute to increased brand choice:
1. Browse:
- Allows users to self-serve information through hotspots or galleries
- Helpful for viewing large amounts of products, features, or other information
- Increases brand choice by 31.5% on average
- Particularly effective in the Technology, Retail, and Entertainment sector
2. Sample:
- Provides visual ways to interact with products, mimicking in-store interactions
- Useful to virtually let consumers see different customizations for products
- Increases brand choice by 29.6% on average
- Highly effective for Quick Service Restaurants, Consumer Packaged Goods, and Automotive categories
3. Play:
- Integrates brands into game environments, fostering emotional connections
- Creates an adrenaline rush associated with the brand
- Increases brand choice by 36.6% on average
- Most impactful in the Entertainment, Technology, and Retail sectors.
Research Methodology
The study was done in collaboration between
The research team analyzed 250 mobile advertising campaigns within a mobile game app, engaging almost 270,000 consumers. Of these,156,000 consumers encountered a mobile ad featuring browse, sample, or play interactive elements. Post-ad exposure, a
"As consumers we are exposed to so many advertisements each day that it is impossible to remember many of them at all," said Dr.
Other Report Highlights
In addition to the key findings above, the report also:
- Shows examples of common implementations for Browse, Sample, and Play elements
- Reveals the type of interactive element that was shown to be most effective for each of the industries surveyed
- Gives awards to the best creative implementation of an interactive element across 6 industries
"The future of video advertising lies in the hands of consumers, and interactivity gives them the power to engage with brands in meaningful and memorable ways," said
The Ultimate Guide to Interactive Mobile Video Ads concludes that tailoring interactive elements to their specific product types, brands across different industries can enhance consumer engagement, foster emotional connections, and increase customer loyalty and lifetime value.
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