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Short mobile ads work with Millennials

The Interactive Advertising Bureau (IAB) has released “Multiscreen Video Best Practices,” a research report created in partnership with Millward Brown Digital and Tremor Video, showing that 10-second mobile video ads have greater brand appeal and persuasion potential for Millennial audiences. In comparison, 30-second spots outrank their shorter brethren in those same categories among consumers age 35 – 54.

Overall, audiences agreed that 30-second mobile video advertising has another advantage – it is better for communicating new or complex information. When asked about how much new info was provided by an ad, 73 per cent of those surveyed gave high marks to 30-second ads (vs. 68 per cent for 10-second spots). Larger screens can also help a marketer convey a moderately complex message, with 73 per cent of those polled saying ads they viewed on tablets were good at delivering new information (vs. 65 per cent for smartphones).

In addition, the study found that tablet video is particularly engaging among the 35 – 54 year-old set, with respondents saying that video ads on these devices were more “interesting,” “unique,” and “involving” than those on other platforms.

The report uncovers two best practices in creating multiscreen video campaigns that succeed across age groups:

  • Video ads need to be developed with smaller mobile screens in mind
  • Developing ads that can be effectively shortened from long formats without losing their ability to communicate is vital for effective multiscreen advertising

“The conventional wisdom is that all video ads on mobile screens must be short in order to resonate with audiences,” said Joe Laszlo, Vice President, Industry Initiatives, IAB. “Our research shows that for some demographics and some adverting goals this doesn’t hold up. These findings are critical in creating the next generation of multiscreen video advertising.”

“Both smartphones and tablets are devices that invite a certain degree of intimacy with the user, so being mindful of best practices in mobile advertising is particularly crucial,” said Juan Lindstrom, Director, Media Practice, Millward Brown Digital. “This study offers important guidance for tailoring multiscreen video ads to best reach key audiences.”

“Mobile video’s combination of sight, sound, motion, and touch provides countless opportunities for marketers to engage consumers in new and unique ways,” said Ariane Gut, Vice President, Head of Insights and Analytics, Tremor Video. “This study’s results illustrate disparities between generations on how they interact with mobile video ads of different lengths across different screens, giving marketers deeper insight into how to best reach their target audiences.”

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