|By Business Wire||
|July 14, 2014 10:00 AM EDT||
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 (MMA), the world’s leading global non-profit trade mobile marketing association, today released its research study entitled Crème de la Crème: 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 success.
- 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 works.
- 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, AdChina, Colgate-Palmolive, Dunkin’ Brands, Facebook, Google, Group M, Hewlett Packard, Hilton Worldwide, Kellogg Co., L’Oreal, MasterCard, McDonalds, Microsoft, Mondelēz International, Inc., Pandora Media, Procter & Gamble, R/GA, The Coca-Cola Company, The Weather Company, Unilever, Visa, Vodafone, 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, Facebook and LinkedIn.
SYS-CON Events announced today that AppNeta, the leader in performance insight for business-critical web applications, will exhibit and present at SYS-CON's @DevOpsSummit at Cloud Expo New York, which will take place on June 7-9, 2016, at the Javits Center in New York City, NY. AppNeta is the only application performance monitoring (APM) company to provide solutions for all applications – applications you develop internally, business-critical SaaS applications you use and the networks that deli...
May. 28, 2016 09:00 PM EDT Reads: 2,553
SYS-CON Events announced today that ContentMX, the marketing technology and services company with a singular mission to increase engagement and drive more conversations for enterprise, channel and SMB technology marketers, has been named “Sponsor & Exhibitor Lounge Sponsor” of SYS-CON's 18th Cloud Expo, which will take place on June 7-9, 2016, at the Javits Center in New York City, New York. “CloudExpo is a great opportunity to start a conversation with new prospects, but what happens after the...
May. 28, 2016 07:00 PM EDT Reads: 1,252
The IoTs will challenge the status quo of how IT and development organizations operate. Or will it? Certainly the fog layer of IoT requires special insights about data ontology, security and transactional integrity. But the developmental challenges are the same: People, Process and Platform. In his session at @ThingsExpo, Craig Sproule, CEO of Metavine, will demonstrate how to move beyond today's coding paradigm and share the must-have mindsets for removing complexity from the development proc...
May. 28, 2016 07:00 PM EDT Reads: 1,954
SYS-CON Events announced today BZ Media LLC has been named “Media Sponsor” of SYS-CON's 19th International Cloud Expo, which will take place on November 1–3, 2016, at the Santa Clara Convention Center in Santa Clara, CA. BZ Media LLC is a high-tech media company that produces technical conferences and expositions, and publishes a magazine, newsletters and websites in the software development, SharePoint, mobile development and Commercial Drone markets.
May. 28, 2016 07:00 PM EDT Reads: 3,599
Cloud computing changed data analytics for good. It enabled companies to drastically decrease resources and architecture previously assigned with business intelligence departments. It also enabled laymen to run advanced business analytics. Cloud was also the architecture of choice for storing and processing big data. Data piling is a continuous process, which is going to explode with emerging Internet of Things concept. Answer to this issue developers found in new concept called fog computing. ...
May. 28, 2016 06:45 PM EDT Reads: 2,002
SYS-CON Events announced today that Alert Logic, Inc., the leading provider of Security-as-a-Service solutions for the cloud, will exhibit at SYS-CON's 18th International Cloud Expo®, which will take place on June 7-9, 2016, at the Javits Center in New York City, NY. Alert Logic, Inc., provides Security-as-a-Service for on-premises, cloud, and hybrid infrastructures, delivering deep security insight and continuous protection for customers at a lower cost than traditional security solutions. Ful...
May. 28, 2016 06:45 PM EDT Reads: 2,863
SYS-CON Events announced today that MangoApps will exhibit at SYS-CON's 18th International Cloud Expo®, which will take place on June 7-9, 2016, at the Javits Center in New York City, NY. MangoApps provides modern company intranets and team collaboration software, allowing workers to stay connected and productive from anywhere in the world and from any device. For more information, please visit https://www.mangoapps.com/.
May. 28, 2016 04:30 PM EDT Reads: 909
The cloud market growth today is largely in public clouds. While there is a lot of spend in IT departments in virtualization, these aren’t yet translating into a true “cloud” experience within the enterprise. What is stopping the growth of the “private cloud” market? In his general session at 18th Cloud Expo, Nara Rajagopalan, CEO of Accelerite, will explore the challenges in deploying, managing, and getting adoption for a private cloud within an enterprise. What are the key differences betwee...
May. 28, 2016 04:00 PM EDT Reads: 1,681
WebRTC is bringing significant change to the communications landscape that will bridge the worlds of web and telephony, making the Internet the new standard for communications. Cloud9 took the road less traveled and used WebRTC to create a downloadable enterprise-grade communications platform that is changing the communication dynamic in the financial sector. In his session at @ThingsExpo, Leo Papadopoulos, CTO of Cloud9, will discuss the importance of WebRTC and how it enables companies to fo...
May. 28, 2016 03:45 PM EDT Reads: 2,541
As machines are increasingly connected to the internet, it’s becoming easier to discover the numerous ways Industrial IoT (IIoT) is helping to shape the business world. This is exactly why we have decided to take a closer look at this pervasive movement and to examine the desire to connect more things! Now if you need a refresher on IIoT and how it is changing the world, take a moment and listen to Greg Gorbach with ARC Advisory Group. Gorbach believes, "IIoT will significantly change the worl...
May. 28, 2016 03:30 PM EDT Reads: 2,022
SYS-CON Events announced today that Super Micro Computer, Inc., a global leader in Embedded and IoT solutions, will exhibit at SYS-CON's 18th International Cloud Expo®, which will take place on June 7-9, 2016, at the Javits Center in New York City, NY. Supermicro (NASDAQ: SMCI), the leading innovator in high-performance, high-efficiency server technology, is a premier provider of advanced server Building Block Solutions® for Data Center, Cloud Computing, Enterprise IT, Hadoop/Big Data, HPC and ...
May. 28, 2016 02:00 PM EDT Reads: 646
The IoT is changing the way enterprises conduct business. In his session at @ThingsExpo, Eric Hoffman, Vice President at EastBanc Technologies, discuss how businesses can gain an edge over competitors by empowering consumers to take control through IoT. We'll cite examples such as a Washington, D.C.-based sports club that leveraged IoT and the cloud to develop a comprehensive booking system. He'll also highlight how IoT can revitalize and restore outdated business models, making them profitable...
May. 28, 2016 02:00 PM EDT Reads: 2,927
In his session at 18th Cloud Expo, Bruce Swann, Senior Product Marketing Manager at Adobe, will discuss how the Adobe Marketing Cloud can help marketers embrace opportunities for personalized, relevant and real-time customer engagement across offline (direct mail, point of sale, call center) and digital (email, website, SMS, mobile apps, social networks, connected objects). Bruce Swann has more than 15 years of experience working with digital marketing disciplines like web analytics, social med...
May. 28, 2016 02:00 PM EDT Reads: 1,371
SYS-CON Events announced today the Docker Meets Kubernetes – Intro into the Kubernetes World, being held June 9, 2016, in conjunction with 18th Cloud Expo | @ThingsExpo, at the Javits Center in New York, NY. Register for 'Docker Meets Kubernetes Workshop' Here! This workshop led by Sebastian Scheele, co-founder of Loodse, introduces participants to Kubernetes (container orchestration). Through a combination of instructor-led presentations, demonstrations, and hands-on labs, participants learn ...
May. 28, 2016 01:00 PM EDT Reads: 2,003
IoT generates lots of temporal data. But how do you unlock its value? How do you coordinate the diverse moving parts that must come together when developing your IoT product? What are the key challenges addressed by Data as a Service? How does cloud computing underlie and connect the notions of Digital and DevOps What is the impact of the API economy? What is the business imperative for Cognitive Computing? Get all these questions and hundreds more like them answered at the 18th Cloud Expo...
May. 28, 2016 01:00 PM EDT Reads: 2,345