- October 13, 2015
- 0
- Email This Post
- Print This Post
Study Finds Native Video Ads Drive Sales Lift
Last year, a Vidyard study among business-to-business integrated marketers confirmed that B2B marketers see real profit when they create how-to videos for their channel partners and end users.
Now integrated marketers have proof of another way to drive sales: native, in-feed, auto-play video. As Bulldog Reporter presented, Opera Mediaworks and comScore partnered on a study to better understand ad effectiveness of mobile-first video for native environments to help brands drive more impact with their creative.
The results warrant a closer look at native video ads. Not only did these ads outperform comScore mobile norms, results ranked remarkably higher with lower-funnel metrics tied to converting users to actual consumers.
“While we know that not all campaigns are created equal, this study highlights that native mobile video campaigns not only work but can be especially effective when following creative best practices,” said Andrew Lipsman, vice president of marketing and insights at comScore, in a news release. “This fast-emerging ad format shows great promise, but demands a new set of creative skills in order to maximize effectiveness. It’s important for brands to make an impression quickly and engage with the consumer on a more visual level to drive campaign success.”
Researchers reported the creative best practices for native mobile video include:
- Hook Viewers Quickly: In high-speed, scrolling content feeds, video must grab attention within the first few seconds.
- Quick Cuts and Close Ups: Quick cuts, strong point-of-view angles, arresting imagery and close-ups are key to engaging users within the feed.
- Oversized Text: Calling out product information and dates with clear, concise (and large) text is critical to driving home the message to users.
- Make Sound Secondary: Often, users have their devices audio on mute, so the creative should not overly rely on sound.
- Call to Action: Brands should ensure, through the text around the native video ad unit and the end of the video, that there is a clear call to action and/or compelling offer. Examples include offering a coupon, encouraging an install of an app or simply providing the option to see a longer video to learn more about a product.
Strong creative begins with a strong creative brief. If you want multichannel creative that’s relevant and inspired, your briefs, digital and otherwise, must live up to their name. To learn how to develop strong briefs and even stronger native video ads, follow our pointers in, “How Good Briefs Spawn Great Creative.”
