Interactive mobile video ads get Middle East debut
Interactive adverts on mobile platforms help to drive user engagement
Interactive mobile advertising videos have come to the Middle East for the first time, with the launch of three campaigns using Aurora HD technology.
Three campaigns were run for the FMCG conglomerate Unilever by independent mobile advertising platform AdColony.
By using immersive, interactive videos, the advertiser is able to see exactly how much the user is interacting with the content.
The campaigns, for Sunsilk, Brooke Bond and Jif, alll had different creative executions, but all showed a large increase in user engagement. AdColony found that 43% of people who viewed an ad engaged with it actively, easily surpassing industry benchmarks and performing over seven times better than the AdColony platform average.
Not only did nearly 50% of all people that saw an ad engage with it, but most consumers would touch, tap or swipe the ad multiple times, and the total number of engagements per person was over 50 times industry averages. Engaging with the video also led to increased post-video activity, and in one campaign, the Aurora HD Video led to three times increases in user acquisition for the company's loyalty program and two times more click-throughs to the site, when compared to a standard video campaign. The campaigns also drove a 90% viewable completion rate, which is over three times the industry averages reported by Moat.
The campaigns also drove increases in sales, and in brand favourability.
"We are proud to work with partners like Unilever in the region to help drive awareness, engagement and purchase intent in new and exciting ways on mobile devices," said Samantha Billingham, Regional Sales Director at AdColony EMEA. "Leveraging the power of creativity and interactive capabilities of our Aurora HD Video technology, these brands created wonderfully immersive experiences that engaged their consumers and delivered powerful results.
"Our mobile campaign allowed us to take what had already been a successful TV spot and incorporate a level of interactivity that allowed people to engage with our brand in an entirely new way," said Billingham. "The campaign provided measurable results that we are very pleased with, ranging from clicks to loyalty program sign ups. It has been a great indicator of the impact building a unique creative experience can produce."