|[July 14, 2014]
Tremor Video and MMA Release Cr�me de la Cr�me: A Guide to Creating Successful Mobile Video Ads
NEW YORK --(Business Wire)--
Tremor Video, Inc. (NYSE:TRMR), an advertising technology company
elevating brand performance across all screens for the world's leading
brands and publishers, and the Mobile Marketing Association (News - Alert) (MMA), the
world's leading global non-profit trade mobile marketing association,
today released its research study entitled Cr�me de la Cr�me: A Guide to
Creating Successful Mobile Video Advertising Units. This research study,
the largest focused specifically on mobile video to date, revealed five
key foundations that marketers and creatives should consider when
developing interactive mobile video ad campaigns. The best practices
will be presented tomorrow at 11:20 AM at the MMA Mobile CEO & CMO
Summit in Hilton Head, South Carolina.
"The bulk of online video advertising today is simply repurposed
television spots, yet the devices where consumers spend the most time
are completely interactive with just a swipe or tap," said Doron Wesly,
Head of Market Strategy at Tremor Video. "We want to help marketers
realize the opportunity in front of them: the potential for a consumer
to spend nearly a minute with a 15 second ad."
"We applaud Tremor Video's leadership on creating such a deep and
extensive analysis of mobile video creativity," said Sheryl Daija, Chief
Strategy Officer, MMA. "With consumer consumption of video on mobile
devices continuing to increase at unprecedented rates, it is critical
for the industry to provide marketers with actionable insights and
guidance for them to leverage the power of mobile to develop stronger
and closer engagement with their consumers."
After combing through over 300 interactive video campaigns and more
deeply examining the results of 20 outliers, the team was able to
identify trends throughout the campaigns that outperformed and
underperformed. Millward Brown then tested each individual piece of
creative with 150 consumers to gauge their receptiveness to each ad.
"We're delighted to be working with Tremor Video and the MMA on this
ground-breaking study," said Ann Green, Senior Partner, Client Solutions
and Innovation at Millward Brown. "The mobile video environment offers a
great opportunity to create intimate and immersive brand experiences,
but brings with it many new questions about how best to generate
engagement and to build brands. We don't yet pretend to have all the
answers, but the five foundations from this research provide some clear
and practical tips about how to maximize creative response. I hope this
helps brands and agencies to develop great interactive mobile video that
really packs a pocket punch."
The Five Foundations are:
Entice and Intrigue: Give consumers a taste of your brand so
they have a reason to engage - meaning, start the story but don't tell
the whole story. This applies to both getting people to pay attention
to the ad (completion rate) and encouraging them to interact
(engagement rate). In fact, the results showed that high-performing
mobile creative outperformed even TV benchmarks.
Bring Them In: Great design begins with visual appeal but it's
important to align design, technology and medium to strategically
create engaging ad units. Don't push consumers away from your ad with
"tap-out" features in hopes that they'll spend more time with your
brand; let them stay in the video overlay and make the conscious
decision to interact. Clear branding is not the enemy of creative
Symphony Not Noise: The ad should sing and flow like a story.
Make sure the ad and the engaging overlay have a consistent theme and
messaging throughout the layers of content. It's tempting to overload
the ad unit by utilizing every tool in your belt, but too many
messages, graphics and functions cause confusion and dilute the
effectiveness of the ad experience.
Make Them Feel _______: Consumers have an emotional connection
to their mobile devices so take advantage of that and create
experiences that trigger an emotional response. The ads in this study
generated more interest and excitement than we tend to see with TV or
online video norms. Remember: emotion is the heart of why advertising
Catch the Moment: Mobile devices serve as a first-screen so
much of the time, that it's important to get people in the relevant
moment. Find a way to keep consistent creative messaging across
different platforms while leveraging the unique role of each device.
Design for a diverse set of potential situations to make your own luck
and not rely on happenstance.
"Over the last decade we've built over 20,000 interactive video ads, and
seen a broad mix of creative treatments that work and those that don't,"
said David Sanderson, Senior Director of Creative Strategy at Tremor
Video. "As the industry learns to use interactive mediums in the way
they were intended, we open ourselves up to a whole new world of
possibilities that when used effectively can build stronger brand
stories and more powerful creative executions."
Best practices such as the five foundations listed above help the
industry understand the trends that are happening and tools that are
available to them.
"You can't box great creative, communicating rules sounds
anti-innovation, but we know good analysis generates insight and
illuminates patterns," said Anthony Rhind, Global Chief Digital Officer
at Carat. "The work of Tremor Video, Millward Brown and the MMA has
identified very valuable foundations to help frame thinking as client
and agency teams approach the development of video campaigns. I hope it
helps lift the waterline standard of video creative, to drive marketing
outcomes and attract a greater share of budget into mobile video."
"This research and five foundational elements to mobile content
validates many of our initial learnings in the mobile video arena," said
Ron Amram, Senior Media Director of Marketing, Heineken USA. "It really
challenges marketers to understand how mobile video will quickly evolve
and change how they talk to consumers. These learnings will not only
impact our media thinking, but should also change how creative agencies
think so that advertising and brand content can be more effective across
platforms and screens."
About the Mobile Marketing Association (MMA)
The MMA is the world's leading global non-profit trade mobile marketing
association comprised of more than 800 member companies, from nearly 50
countries around the world. Our members hail from every faction of the
mobile marketing ecosystem including brand marketers, agencies, mobile
technology platforms, media companies, operators and others. The MMA's
mission is to accelerate the transformation and innovation of marketing
through mobile, driving business growth with closer and stronger
consumer engagement. Anchoring the MMA's mission are four core pillars:
to cultivate inspiration by driving the innovation for the Chief
Marketing Officer; to build the mobile marketing capabilities for the
marketing organizations through fostering know-how and confidence; to
champion the effectiveness and impact of mobile through research
providing tangible ROI measurement; and advocacy. Additionally MMA
industry-wide committees work collaboratively to develop and advocate
global best practices and lead standards development. Mobile Marketing
is broadly defined as including advertising, apps, messaging, mCommerce
and CRM on all mobile devices including smart phones and tablets.
Members include, American Express (News - Alert), AdChina, Colgate-Palmolive, Dunkin'
Brands, Facebook, Google, Group M, Hewlett Packard, Hilton Worldwide,
Kellogg Co., L'Oreal, MasterCard (News - Alert), McDonalds, Microsoft, Mondelez
International, Inc., Pandora Media, Procter & Gamble, R/GA, The
Coca-Cola Company, The Weather Company, Unilever, Visa, Vodafone (News - Alert),
Walmart, xAd, Zenith Optimedia and many more. The MMA's global
headquarters are located in New York with regional operations in
Europe/Middle East/Africa (EMEA), Latin American (LATAM) and Asia
Pacific (APAC). For information about the MMA please visit www.mmaglobal.com.
About Tremor Video
Tremor Video (NYSE: TRMR) is transforming the video advertising
experience across all screens for the world's leading brands. Our
proprietary technology, VideoHub®, offers advertisers and publishers a
complete programmatic solution to reach and engage consumers while
providing new insights into what drives the success of brand advertising
performance across multiple devices. Tremor Video is based in New York
with offices throughout the US and across the globe. For more
information, visit tremorvideo.com
and find Tremor Video on Twitter,
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