There’s been a lot of attention given to native video campaigns, but how effective are they? To find out, Opera Mediaworks and ComScore teamed up to look at mobile-first video for native environments. The results show that brands and agencies are getting strong results.
The study looked at nine campaigns from brands that included Adidas, Disney, History, GM, and Carl’s Jr., and found that native video ads that autoplay in the feed drove lift and outperformed mobile video averages in both upper and lower funnel metrics. Ad recall saw a six-point lift, while consumer perception of the ads was up nine points. Purchase metrics saw a five-point lift, while likelihood to recommend was also up five points.
For brands that want to develop creative for native mobile video, the study recommends the following five best practices:
- Hook the viewer quickly. You’ve got two or three seconds to grab the viewer’s attention before they scroll by.
- Come in close. Engaging the viewer demands special video editing. Use close-ups, quick cuts, interesting imagery, and strong point-of-view angles.
- Go big. On-screen text showing product info need to be clear and large.
- The silent treatment. Viewers probably have their devices on mute, so develop creative that works with no sound.
- Tell them what to do. Include a simple call-to-action or a compelling offer at the end of the video. Use the same message in the text around the native video ad unit.
“Native mobile video campaigns not only work but can be especially effective when following creative best practices,” says Andrew Lipsman, vice president of marketing and insights at ComScore. “It’s important for brands to make an impression quickly and engage with the consumer on a more visual level to drive campaign success.”
Download the full study for free (registration required) and view the best practices video below to see effective examples of the five tips above.