|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.
In his session at @ThingsExpo, Chris Klein, CEO and Co-founder of Rachio, will discuss next generation communities that are using IoT to create more sustainable, intelligent communities. One example is Sterling Ranch, a 10,000 home development that – with the help of Siemens – will integrate IoT technology into the community to provide residents with energy and water savings as well as intelligent security. Everything from stop lights to sprinkler systems to building infrastructures will run ef...
May. 3, 2016 08:30 AM EDT Reads: 1,085
SYS-CON Events announced today that Ericsson has been named “Gold Sponsor” of SYS-CON's @ThingsExpo, which will take place on June 7-9, 2016, at the Javits Center in New York, New York. Ericsson is a world leader in the rapidly changing environment of communications technology – providing equipment, software and services to enable transformation through mobility. Some 40 percent of global mobile traffic runs through networks we have supplied. More than 1 billion subscribers around the world re...
May. 3, 2016 08:15 AM EDT Reads: 1,132
Increasing IoT connectivity is forcing enterprises to find elegant solutions to organize and visualize all incoming data from these connected devices with re-configurable dashboard widgets to effectively allow rapid decision-making for everything from immediate actions in tactical situations to strategic analysis and reporting. In his session at 18th Cloud Expo, Shikhir Singh, Senior Developer Relations Manager at Sencha, will discuss how to create HTML5 dashboards that interact with IoT devic...
May. 3, 2016 07:45 AM EDT Reads: 1,142
Artificial Intelligence has the potential to massively disrupt IoT. In his session at 18th Cloud Expo, AJ Abdallat, CEO of Beyond AI, will discuss what the five main drivers are in Artificial Intelligence that could shape the future of the Internet of Things. AJ Abdallat is CEO of Beyond AI. He has over 20 years of management experience in the fields of artificial intelligence, sensors, instruments, devices and software for telecommunications, life sciences, environmental monitoring, process...
May. 3, 2016 07:45 AM EDT Reads: 1,034
Internap Corporation has expanded its OpenStack-based bare-metal Infrastructure-as-a-Service offering, AgileSERVER 2.0, to its data centers in Amsterdam, Dallas and Santa Clara, Calif. Launched in 2015 out of Internap’s New York Metro data center in Secaucus, N.J., AgileSERVER 2.0 is now available in four locations globally, enabling enterprises and devops teams running mission-critical applications and big data workloads to build scale-out infrastructure environments that are higher performing ...
May. 3, 2016 07:15 AM EDT Reads: 1,360
You think you know what’s in your data. But do you? Most organizations are now aware of the business intelligence represented by their data. Data science stands to take this to a level you never thought of – literally. The techniques of data science, when used with the capabilities of Big Data technologies, can make connections you had not yet imagined, helping you discover new insights and ask new questions of your data. In his session at @ThingsExpo, Sarbjit Sarkaria, data science team lead ...
May. 3, 2016 07:00 AM EDT Reads: 1,047
Much of the value of DevOps comes from a (renewed) focus on measurement, sharing, and continuous feedback loops. In increasingly complex DevOps workflows and environments, and especially in larger, regulated, or more crystallized organizations, these core concepts become even more critical. In his session at @DevOpsSummit at 18th Cloud Expo, Andi Mann, Chief Technology Advocate at Splunk, will show how, by focusing on 'metrics that matter,' you can provide objective, transparent, and meaningfu...
May. 3, 2016 06:45 AM EDT Reads: 806
If there is anything we have learned by now, is that every business paves their own unique path for releasing software- every pipeline, implementation and practices are a bit different, and DevOps comes in all shapes and sizes. Software delivery practices are often comprised of set of several complementing (or even competing) methodologies – such as leveraging Agile, DevOps and even a mix of ITIL, to create the combination that’s most suitable for your organization and that maximize your busines...
May. 2, 2016 07:45 PM EDT Reads: 1,897
SYS-CON Events announced today that Peak 10, Inc., a national IT infrastructure and cloud services provider, 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. Peak 10 provides reliable, tailored data center and network services, cloud and managed services. Its solutions are designed to scale and adapt to customers’ changing business needs, enabling them to lower costs, improve performance and focus inter...
May. 2, 2016 06:30 PM EDT Reads: 1,322
In the world of DevOps there are ‘known good practices’ – aka ‘patterns’ – and ‘known bad practices’ – aka ‘anti-patterns.' Many of these patterns and anti-patterns have been developed from real world experience, especially by the early adopters of DevOps theory; but many are more feasible in theory than in practice, especially for more recent entrants to the DevOps scene. In this power panel at @DevOpsSummit at 18th Cloud Expo, moderated by DevOps Conference Chair Andi Mann, panelists will dis...
May. 2, 2016 06:00 PM EDT Reads: 736
Up until last year, enterprises that were looking into cloud services usually undertook a long-term pilot with one of the large cloud providers, running test and dev workloads in the cloud. With cloud’s transition to mainstream adoption in 2015, and with enterprises migrating more and more workloads into the cloud and in between public and private environments, the single-provider approach must be revisited. In his session at 18th Cloud Expo, Yoav Mor, multi-cloud solution evangelist at Cloudy...
May. 2, 2016 05:30 PM EDT Reads: 1,604
See storage differently! Storage performance problems have only gotten worse and harder to solve as applications have become largely virtualized and moved to a cloud-based infrastructure. Storage performance in a virtualized environment is not just about IOPS, it is about how well that potential performance is guaranteed to individual VMs for these apps as the number of VMs keep going up real time. In his session at 18th Cloud Expo, Dhiraj Sehgal, in product and marketing at Tintri, will discu...
May. 2, 2016 04:00 PM EDT Reads: 927
So, you bought into the current machine learning craze and went on to collect millions/billions of records from this promising new data source. Now, what do you do with them? Too often, the abundance of data quickly turns into an abundance of problems. How do you extract that "magic essence" from your data without falling into the common pitfalls? In her session at @ThingsExpo, Natalia Ponomareva, Software Engineer at Google, will provide tips on how to be successful in large scale machine lear...
May. 2, 2016 03:45 PM EDT Reads: 1,384
SYS-CON Events announced today that SoftLayer, an IBM Company, has been named “Gold Sponsor” of SYS-CON's 18th Cloud Expo, which will take place on June 7-9, 2016, at the Javits Center in New York, New York. SoftLayer, an IBM Company, provides cloud infrastructure as a service from a growing number of data centers and network points of presence around the world. SoftLayer’s customers range from Web startups to global enterprises.
May. 2, 2016 03:30 PM EDT Reads: 1,096