MMW has learned that comScore and its client Opera Mediaworks were awarded a David Ogilvy Award at the Advertising Research Foundation’s (The ARF) Re:Think 2016 conference.
The duo took home a gold award in the mobile insights category for joint research entitled, “The Impact of Native Mobile Video Ads on Key Brand Metrics.”
The David Ogilvy Awards celebrate the critical role of findings that inspire great advertising — as David Ogilvy once did.
“We’re honored to receive this prestigious award along with Opera Mediaworks on this research topic that is of growing importance to the advertising industry,” said Chris Desmul, senior manager at comScore. “With advertisers constantly pushing the frontier of digital advertising to create the most effective and engaging ad formats, it is critical to better understand the performance of newer formats like native video ads that are designed exclusively for mobile devices.”
The comScore and Opera Mediaworks research? It examined the value of mobile native advertising and evaluated a variety of mobile native ad campaigns using comScore Mobile Brand Survey Lift.
“With the rapid rise of short-form video on mobile – made popular by social platforms such as Snapchat and used frequently on publisher sites – there was a need to better understand this ad format’s effectiveness,” a provided statement reads. “The study found that native mobile video advertising drove significant brand lift and outperformed comScore mobile norms across a variety of upper funnel and lower funnel branding metrics.”
Mike Owen, executive vice president of U.S. brand sales at Opera Mediaworks, said he was proud that the research was recognized.
“In order to continue to invest in new ad formats and move the industry forward, advertisers need assurance that they are effective – and that is exactly what this research delivered: proof that auto-play video in native environments can have a major impact on brand metrics like favorability, purchase intent, and likelihood to recommend,” said Owen.