Opera Mediaworks and comScore have released a study on native mobile video ads and the impact that following specific best practices and creating ads designed for mobile in-feed environments can have on brand metrics.
Opera Mediaworks worked with brands including Carls Jr., HISTORY (Vikings), Adidas, the US Navy, Machine Zone (Game of War), Disney (Cinderella) and Spike TV (Framework) on video ads created specifically for mobile content streams and used comScore to measure the impact on both top and bottom funnel metrics.
Among the test group of more than 3,500 respondents, in aggregate, the ads saw a six-point lift in mobile ad recall, a nine-point lift in brand perception over the control, and a five-point lift in both intent to purchase and intent to recommend metrics above comScore mobile norms in aggregate.
There were four campaigns that most closely adhered to the best practices for mobile native video: Hook users in first two to three seconds, use quick cuts and close-ups, use oversized text and calls to action, and make sound secondary. These ads saw performance lifts as much as three times greater than the aggregate group of ads.
Performance lifts across the four campaigns that closely followed best practices for native mobile video ads. Source: Opera Mediaworks.
The video from Opera Mediaworks below shows the top-performing ads and the best practices each followed to make them stand out.
The full study is available for download here.
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