The MMA Mobile CEO & CMO Summit in Hilton Head is wrapping up today with a presentation based on a new study called “Crème de la Crème: A Guide to Creating Successful Mobile Video Advertising Units.”
The study is based on research conducted by Tremor Video with the help of Millward Brown. It identifies 5 key elements of a successful video advertisement. Tremor hopes that marketers will take their advice to heart and create more innovative video campaigns because right now most people are doing it all wrong.
“The bulk of online video advertising today is simply repurposed television spots, yet the devices where consumers spend the most time are completely interactive with just a swipe or tap. We want to help marketers realize the opportunity in front of them: the potential for a consumer to spend nearly a minute with a 15 second ad.”
What are the 5 key elements? Let’s take a look:
Entice and Intrigue: Give consumers a taste of your brand so they have a reason to engage – meaning, start the story but don’t tell the whole story. This applies to both getting people to pay attention to the ad (completion rate) and encouraging them to interact (engagement rate). In fact, the results showed that high-performing mobile creative outperformed even TV benchmarks.
Everyone loves a good tease but if you leave them wondering too much, they’ll simply move on to the next piece of content. Great advice but finding the balance can be tricky.
Bring Them In: Great design begins with visual appeal but it’s important to align design, technology and medium to strategically create engaging ad units. Don’t push consumers away from your ad with “tap-out” features in hopes that they’ll spend more time with your brand; let them stay in the video overlay and make the conscious decision to interact. Clear branding is not the enemy of creative success.
This seems to be the opposite of what they’re saying in the first element. Give them a reason to engage but don’t let them do it somewhere else. . . ?
Symphony Not Noise: The ad should sing and flow like a story. Make sure the ad and the engaging overlay have a consistent theme and messaging throughout the layers of content. It’s tempting to overload the ad unit by utilizing every tool in your belt, but too many messages, graphics and functions cause confusion and dilute the effectiveness of the ad experience.
Totally, simple is better every time. I see this often on YouTube, where vidmakers get the hang of notations and overlays then apply them to every second of a video. Remember, your ad should make a statement, not a speech.
Make Them Feel _______: Consumers have an emotional connection to their mobile devices so take advantage of that and create experiences that trigger an emotional response. The ads in this study generated more interest and excitement than we tend to see with TV or online video norms. Remember: emotion is the heart of why advertising works.
AdWeek delved a little further into this element noting that many of the emotional responses in the study were negative. The survey participants did react more strongly to video ads than TV ads but their reactions included “annoyed”, “irritated” and “repelled.” I wouldn’t want those feelings associated with my brand, but there have been some wildly successful campaigns that worked because they were incredibly annoying. Go figure.
Catch the Moment: Mobile devices serve as a first-screen so much of the time, that it’s important to get people in the relevant moment. Find a way to keep consistent creative messaging across different platforms while leveraging the unique role of each device. Design for a diverse set of potential situations to make your own luck and not rely on happenstance.
This is one area where I see the most potential. With big data behind us, advertisers should be able to tightly target video ads in ways we can’t even imagine. On TV, we all see the same national brand ads while we’re watching our favorite shows. But with mobile, we have the potential to deliver exactly the right ad at the right time. Old Navy might be advertising winter coats on TV but if you’re in Florida a localized ad for a sale on shorts would be more appropriate.