We are proud to announce that last night, at the ARF David Ogilvy Awards, Opera Mediaworks and comScore walked away with a gold win in the mobile insights category for our Native Mobile Video Advertising study. Following the launch of our Native Video Fund, Opera Mediaworks released this study, which sought to better understand ad effectiveness of mobile-first video for native environments and to help brands drive more impact with their creative.
Opera Mediaworks’ Native Video Fund
Early last year, we launched the Native Video Fund, a program devoted to answering the digital advertising industry’s need for a mobile-first approach to video creative. Supported by an alliance of top global brands and agencies, including adidas, Carl’s Jr., Disney, History, 72andSunny, Horizon Media and more, the Native Video Fund provided financial backing for the production and placement of mobile video campaigns in premium, in-app native video environments powered by Opera Mediaworks’ AdColony Instant-Play TM HD video technology.
Data-driven creative best practices
Upon analyzing the data from the Native Video Fund, we found that purpose-built, native video ads drove significant lift and outperformed comScore mobile norms across key upper and lower funnel brand metrics. When isolating campaigns to those that most closely followed creative best practices for native mobile video, results were remarkably higher, in particular, with lower-funnel metrics tied to converting users to actual consumers.
You can view some of the best practices here:
Download the award-winning research here to learn more about the impact of native mobile video advertising on key brand metrics.
The full list of winners can be found here.
The Masters of Insight at the ARF David Ogilvy Awards stand for creative approaches to analytics, to consumer insight approaches and to leading innovative partnerships with the entire creative team.
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