Pete Imwalle

The mobile ecosystem is massive, and ads will be delivered constantly to people across all the various apps and websites used in a single day. To ensure you maximize your budget and resources, you must first identify your target audience and the environment planned for the campaign. Knowing this core target audience will help narrow down what kind of video you need to capture; awareness of a product/service will look different than an informative video highlighting features/offers. The ability to skip is part of many video experiences today, so maximizing those first five seconds to hook the individuals' attention is important so they want to hear what you have to say in the remaining seconds.

Social media platforms observe strong efficiencies for ads that look & feel native to their platform. People can identify when a video is a high-quality ad repurposed from another channel, such as TV, and is quick to skip. Ads that might have been shot/edited on a mobile device and don't come off as professionally produced commercials tend to capture longer attention spans. But just because social platforms allow for the organic posting of videos, the post will not garner the reach needed; you will still need to support your ads with paid efforts on social platforms.

The mobile ecosystem is massive, and ads will be delivered constantly to people across all the various apps and websites used in a single day. To ensure you maximize your budget and resources, you must first identify your target audience and the environment planned for the campaign. Knowing this core target audience will help narrow down what kind of video you need to capture; awareness of a product/service will look different than an informative video highlighting features/offers. The ability to skip is part of many video experiences today, so maximizing those first five seconds to hook the individuals' attention is important so they want to hear what you have to say in the remaining seconds.

When launching a brand new product for our clients, we've seen success utilizing all mobile ad types throughout a campaign. The consumer journey is ever-changing, so our campaigns must adjust to these behaviors. With a recent launch of an all-new product for one of our brands, we leaned on every mobile ad format to ensure a successful campaign and cohesive story. The campaign launched with video and rich media to generate buzz and interest at the beginning and introduced additional mobile ads (banners and native) once people visit the website to learn more. Considering dynamic creative optimization (DCO) to allow the messaging to be personalized to the features or offers that best resonate with them is also an option.

RPA believes rich media mobile ads will continue to evolve as our phone technology improves. Various providers are now able to create experiences that utilize our phone's haptics (vibration), gyroscope (movement), and camera (Augmented Reality) to create ads that touch on our various senses. Media campaigns need to factor this into their key performance indications (KPI) because these immersive experiences can result in people never reaching a brand's website and learning everything they need from this single rich media ad.

Video ads have historically relied on longer lengths (:15s+), sight, sound, and motion to capture a person's attention and deliver your brands message. With media plans observing stronger performance from shorter length and increased adoption of sound off, consider adding static video overlays. This simple but effective addition has grown in popularity because it establishes a call-to-action button and provides consistent branding throughout the entire video.