When It Comes to Mobile Video, Native Content Shown to Improve All Metrics

Everyone knows that mobile video is a fast-growing — and increasingly popular — ad format. Now new research suggests that viewing such ads improves a variety of metrics, from recall to intent to purchase. “In a study conducted by Opera Mediaworks and comScore, a group of U.S. mobile users was shown a mobile native video …   Read More

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When It Comes to Mobile Video, Native Content Shown to Improve All MetricsEveryone knows that mobile video is a fast-growing — and increasingly popular — ad format.

Now new research suggests that viewing such ads improves a variety of metrics, from recall to intent to purchase.

“In a study conducted by Opera Mediaworks and comScore, a group of U.S. mobile users was shown a mobile native video ad — the kind of ad created specifically for a mobile feed environment,” reports eMarketer. “When compared to a control group that hadn’t seen the ad, the mobile users who watched a mobile native video ad were 5 percentage points more likely to want to buy the product.”

Of course, advertisers strive to develop creative that’s a “thumb-stopper,” convincing people to stop scrolling long enough to let the sound and motion begin.

Native seemed to work best.

“The ads produced a 4-point boost in favorability, a 7-point increase in likelihood to recommend, and a 6-point increase in mobile ad recall,” according to eMarketer.

eMarketer estimates that US advertisers will spend $2.78 billion this year on mobile video ads on all platforms. Its research indicates that U.S. spending on mobile video ads will more than double by 2019.

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