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BizReport : Advertising archives : December 29, 2015

StreamView mobile video ads increase purchase intent by 104%

Analysis of their StreamView mobile video ad format has provided Widespace with some unique insights regarding user behavior and the format's effect on brand metrics.

by Helen Leggatt

Earlier this year, Widespace launched StreamView, a video ad format for mobile that autoplays when in view, albeit muted.

Analysis of user behavior and the effect of the format on brand metrics makes for interesting reading. StreamView ads doubled purchase intent (104%) (compared to those who had not been exposed to the campaign), increased brand awareness by 10% and brand consideration by 37%.

The conclusion, says Adrian McDonald, Chief Product Officer at Widespace, is that "videos starting to play in screen offer a better reach and make it easier for advertisers to engage audiences with relevant messages". With 90% of people not clicking on ads they find interesting, one of the reasons for StreamView's effectivness is, says McDonald, "because no click is required".

Implementing a video ad solution where no click is required is just one of five guidelines Widespace offers to create successful video ad campaigns. Their other tips include keeping viewers interested by quickly communicating the message and showing who you are; getting as much information as possible across to the viewer in a short time (55% of viewers will drop off in the first 3 seconds and 45% will only continue for about 10 seconds); providing an experience that doesn't require sound, and; due to screen size, avoiding small details.

Image via Shutterstock

Tags: advertising, mobile, video

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