Mobile video advertising has the ability to drive “significant” brand lift according to a new white paper published by Videology. The Mobile Impact study presents three case studies from the CPG and streaming video categories.
Videology worked with a major CPG company that had been experimenting with various video ad platforms before challenging the company to help drive brand awareness and create a product halo for a mass-market product.
Its approach utilized a combination of behavioural, demographic and contextual targeting to pinpoint appropriate consumers as they watched video on their mobile device. The strategy led to a message awareness lift of 125% over an unexposed control group.
Elsewhere, Videology worked with what it describes as “a major streaming video content provider” to build awareness for a new original show in an attempt to boost viewership and drive subscriptions.
The ensuing campaign ran across both and desktop, using Videology’s custom “TV Amplifier” targeting system – which enabled the client to use Nielsen data to identify viewers of TV comedies and target them in the digital environment.
According to The Mobile Impact, Videology drove increased lift across both mobile and desktop, although the mobile campaign was twice as effective as desktop in brand building (121.9% and 57.2% respectively versus an unexposed control group).
The papers also presents an overview of a Videology campaign involving a food brand attempting to reach a younger demographic and drive sales for its snack products. Video ads ran across both mobile and desktop, driving awareness lift of more than 46% on mobile and 28.6% on desktop.
The Mobile Impact says that mobile is one of the fastest-growing technologies, with the number of U.S. smartphone users increasing 125% over the past five years and time spent with mobile video growing more than 200%.
Kevin Haley, chief scientist and product officer for Videology, says that mobile video will continue to be one of the largest growth areas for video consumption for “the foreseeable future.” Haley said that the personal nature of mobile devices allows for “highly engaging” advertising opportunities, while the sheer amount of mobile data provides an opportunity for precision targeting of a strategic audience.”
Videology said that it is key for advertisers to recognize that mobile needs to be part of a holistic media plan, and should not be separated from a brand’s overall video strategy.
Videology said that advertisers are supporting a “device-agnostic” video strategy, with 80% of campaigns executed on its platform in the second quarter running across multiple devices, an increase of over 50% from the previous year. Of all the campaigns, 86% leveraged mobile video to some degree.
