You don’t get to be the industry’s leading independent mobile advertising company by playing it safe. You have to lead – not follow. And sometimes that means you have to take risks.
At the beginning of this year we took a big risk. A multi-million dollar risk, actually.
We invested in the in-feed native mobile video format, and we recruited mega-brands like Adidas and GM to try it. With Instant-Feed™, our global team of product developers and engineers had built what we felt was a revolutionary new ad unit – one that emulated the ways people were consuming mobile content and would deliver far better performance because of that.
To get a strong understanding of the results, we partnered with comScore to study the effectiveness of all the Instant-Feed™ campaigns that were part of the Native Video Fund. We’re delighted to say that the results were incredible. We went out on a limb to make native mobile video scalable, and available to all the advertisers and publishers in the broader ecosystem, and the results prove that the risk was well worth it.
Here’s what we found:
In-feed, native mobile video can drive intent to purchase (or download)
The comScore study found that our in-feed native mobile video campaigns were far more likely to drive users to purchase a product or download an app than “standard” mobile ads. That includes mobile banners, pre-roll and interstitial video, as well as other in-app and mobile web formats.
In-feed, native mobile video can inspire users to recommend your products to others
Sometimes it’s not about the direct sale. For some companies, the goal is to get influential users to spread the word about their product or service, giving it more credibility (and appeal) with the people around them. The comScore study found that Instant-Feed™ ad campaigns were much better at increasing the likelihood that users would recommend the product or service they saw than if they had only seen standard mobile ads.
With optimized creative, in-feed native mobile video ads can perform up to 3X better than the industry “norm”
Our global creative team has always maintained that mobile ads perform best when the creative is designed with the mobile user experience in mind. Call it “mobile-first” or “mobile-centric” thinking, but the comScore study has proven this to be true.
The Instant-Feed™ campaigns that followed our creative guidelines – details like hooking users within the first 2-3 seconds, or featuring quick cuts and product close-ups – thoroughly outperformed standard mobile ads across multiple categories. On average, they delivered results that were 2X – 3X higher than what the industry has come to expect from mobile ads.
Based on the results of the study, and the (positive) feedback we’ve gotten from our Native Video Fund participants, we think it may be time to raise those expectations.
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