Success of video ads depends on audience and screen size

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Shorter mobile video ads leave a stronger impression on millennial consumers, while older audiences respond better to longer ad spots, according to a new study conducted by Millward Brown Digital and Tremor Video with the backing of the IAB.

The study provides some insight into how advertisers should optimize their campaigns, depending on what message they are trying to communicate, and who they are trying to reach. 

  • Demographics respond differently to ad lengths. Millennial consumers respond better to 10-second mobile video ads, while consumers aged 35-54 respond better to 30-second shorts. This trend might be driven by the type of content that millennials are consuming on popular social video apps like Snapchat and Vine. 
  • Screen size and ad length matter for campaign messaging. 30-second video ads and larger screen sizes tend to do a better job conveying complex information to viewers. When asked how much new information an ad provided, 73% of survey respondents gave higher marks to the 30-second ads, compared to 68% for the 10-second ads. Similarly, 73% of survey respondents claimed that ads viewed on a tablet were good at conveying information, compared to 65% for smartphones. This suggests that screen size matters, and that marketers should make ads that contain complex or new information into longer formats. 

The study is particularly important for marketers looking to reach audiences on mobile video platforms, namely Facebook, Twitter, Snapchat, and Instagram. Each of these platforms has introduced longer video ad formats to allow marketers more time and space to reach consumers.

However, if marketers are trying to engage consumers, then these longer ad spots may not make as much sense. But if marketers are trying to convey new information to audiences (rather than just boost brand awareness), then these longer video formats matter. 

Consumers are spending more and more time on their mobile devices, which creates a tremendous opportunity for marketers to reach existing and potential customers.

Jessica Smith, a research analyst at BI Intelligence, Business Insider’s premium research service, has compiled a detailed report on mobile marketing that takes a close look at the different tactics being used today, spanning legacy mobile technologies like SMS to emerging capabilities like beacon-aided location-based marketing. The report also identifies some of the most useful mobile marketing technologies that mobile marketers are putting to good use as parts of larger strategies.

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Here are some key takeaways from the report:

  • As consumers spend more time on their mobile devices, marketing campaigns are following suit. Mobile ad spend continues to lag mobile time spent, providing an opportunity for creative marketers.
  • Marketers should leverage different mobile tactics depending on the size and demographics of the audience they want to reach and the type of message they want to send. With all tactics, marketers need to respect the personal nature of the mobile device and pay attention to the potential for communication overload.
  • Mobile messaging — particularly SMS and email — has the broadest reach and highest adoption among mobile users. Messaging apps, relative newcomers but gaining fast in popularity, offer more innovative and engaging outreach options.
  • Emerging technology, such as dynamic creative optimization, is breathing new life into mobile browser-based ad campaigns, but marketers should keep an eye on consumer adoption of mobile ad blockers.
  • In-app advertising can generate high engagement rates, especially with video. Location-based apps and beacons offer additional data that can enhance targeting capabilities.

In full, the report:

  • Identifies the major mobile technologies being used to reach consumers.
  • Sizes up the potential reach and potential of each of these mobile technologies.
  • Presents an example of a company or brand that has successfully leveraged that mobile technology to reach consumers.
  • Assesses the efficacy of each approach.
  • Examines the potential pitfalls and other shortcomings of each mobile technology.

To get your copy of this invaluable guide to the world of mobile marketing, choose one of these options:

  1. Subscribe to an ALL-ACCESS Membership with BI Intelligence and gain immediate access to this report AND over 100 other expertly researched deep-dive reports, subscriptions to all of our daily newsletters, and much more. START A MEMBERSHIP
  2. Purchase the report and download it immediately from our research store. BUY THE REPORT

The choice is yours. But however you decide to acquire this report, you’ve given yourself a powerful advantage in your understanding of how mobile marketing is rapidly evolving.

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