Participants spent more time with interactive video ads, remembered them at a higher rate, and were more interested in purchasing their products in the future.
Device and ad length matter when targeting younger or older adults. The IAB, Tremor, and Millward Brown studied 1,800 adults, testing their reactions to video ads.
Do all those metrics add up to proof of ROI? Rapt Media surveyed marketers and learned that the lack of deeper insights on data is a real problem.
Last year was a strong one for mobile video, culminating in a viewing spike in December. Advertisers responded to changing viewing habits by running cross-screen campaigns.
YuMe looked at the value of various length ad sports in real-world campaigns, finding that short video ads have a purpose but aren’t right for every audience.
A Rapt Media report looks at marketers’ challenges and priorities, and learns that many rely on distribution alone to reach the right audience.
Online video is becoming more important to viewers, but traditional TV isn’t going away. A report says that advertisers and agencies need an easier way to reach both platforms.