AUSTIN,
Texas, Aug. 15, 2024 /PRNewswire/ -- In
collaboration with researchers at King's Business School, Bayes
Business School (City, University of London), and Vrije Universiteit Amsterdam,
Digital Turbine announced the release of "The Ultimate Guide to
Interactive Mobile Video Ads," highlighting the significant
impact of interactive elements in mobile video ads on increasing
brand choice and consumer engagement. The report analyzed 250
mobile advertising campaigns and surveyed nearly 270,000 consumers
across various industries, including Automotive, CPG,
Entertainment, Retail, Tech, and QSR.
Digital Turbine's latest research dives
into how interactive elements in mobile video ads can dramatically
increase brand choice.
Get your copy of "The Ultimate Guide
to Interactive Mobile Video Ads" here
Key Findings
The report identifies three primary types of interactivity that
contribute to increased brand choice:
1. Browse:
- Allows users to self-serve information through hotspots or
galleries
- Helpful for viewing large amounts of products, features, or
other information
- Increases brand choice by 31.5% on average
- Particularly effective in the Technology, Retail, and
Entertainment sector
2. Sample:
- Provides visual ways to interact with products, mimicking
in-store interactions
- Useful to virtually let consumers see different customizations
for products
- Increases brand choice by 29.6% on average
- Highly effective for Quick Service Restaurants, Consumer
Packaged Goods, and Automotive categories
3. Play:
- Integrates brands into game environments, fostering emotional
connections
- Creates an adrenaline rush associated with the brand
- Increases brand choice by 36.6% on average
- Most impactful in the Entertainment, Technology, and Retail
sectors.
Research Methodology
The study was done in collaboration between Digital Turbine and
researchers Dr. Yusuf Oc (Bayes
Business School), Professor Kirk
Plangger and Dr. Stefan
Bernritter (King's Business School), and Professor
Francesca Sotgiu (Vrije Universiteit
Amsterdam).
The research team analyzed 250 mobile advertising campaigns
within a mobile game app, engaging almost 270,000 consumers. Of
these,156,000 consumers encountered a mobile ad featuring browse,
sample, or play interactive elements. Post-ad exposure, a Nielsen
Research Company survey asked consumers to select which brand they
would consider purchasing next. The results showed a significant
increase in brand choice intention, with the Play interactive
element being the most influential.
"As consumers we are exposed to so many advertisements each day
that it is impossible to remember many of them at all," said Dr.
Yusuf Oc from Bayes Business School,
one of the universities that collaborated on the research. "In-app
mobile ads cleverly integrate brand messaging into a game or
interactive experience – therefore building into the longer-term
memory of key target audiences."
Other Report Highlights
In addition to the key findings above, the report also:
- Shows examples of common implementations for Browse, Sample,
and Play elements
- Reveals the type of interactive element that was shown to be
most effective for each of the industries surveyed
- Gives awards to the best creative implementation of an
interactive element across 6 industries
"The future of video advertising lies in the hands of consumers,
and interactivity gives them the power to engage with brands in
meaningful and memorable ways," said Greg
Wester, SVP of Digital Turbine. "Whether through adrenaline
packed playing, visually powerful sampling, or immersive browsing,
interactivity allows brands to strengthen relationships with
consumers. In particular, mobile gaming, where players are already
attuned to active engagement, offers a unique platform for brands
to connect with their audiences on a deeper level."
The Ultimate Guide to Interactive Mobile Video
Ads concludes that tailoring interactive elements to their
specific product types, brands across different industries can
enhance consumer engagement, foster emotional connections, and
increase customer loyalty and lifetime value.
About Digital Turbine
Digital Turbine is an in-app
mobile video advertising platform and trusted mobile partner to the
world's top global brands. Through its acquisition of AdColony – a
recognized leader in mobile video advertising – and its
partnerships with the world's largest mobile operators and OEMs, DT
packages unique telecom data into smarter mobile audiences
available directly through DT Exchange. Learn more on:
www.digitalturbine.com
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Media contact:
Daniel Gal,
daniel.gal@digitalturbine.com
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SOURCE Digital Turbine, Inc.