Mobile Video Advertising
Since so many mobile creatives are rather terrible, I thought I would nominate 3 compelling brands for their top notch strategy in the mobile video ad format.
Number 1: Audi
Audi fully embraced mobile video ads for its Le Mans race advertising campaign this spring. What made it so special? It was completely presented in vertical video, a video ad format that has seen a stellar rise because of the enormous popularity of vertical video apps like Snapchat, Meerkat, and Periscope. Although being mocked as Vertical Video Syndrome at first, it actually makes most sense since phones are used in portrait mode 98% of the time. This move definitely paid off: Audi saw an increase in completion rates to 36%, a whopping 80% over the automative industry’s benchmark.
The ad shows the superfast Audi Le Mans racecar zipping round the corners in one of the most famous races in the world, The 24 hours of Le Man. Audi had won the legendary race five times in a row before this year’s race and was eager to show it off. The ad boasts Audi’s performance and accomplishments in reducing emissions and invites the viewer to watch this year’s race with the tap of a finger. Truly tailored for mobile, Audi is our number 1 most compelling mobile video advertiser of 2015 so far.
Number 2: Homeland on ShowTime
When you’re promoting a television show that has won dozens of prizes over the years and has attracted a massive fan base, you can’t be caught with mundane banner advertising on mobile. Showtime, the channel that broadcasts Homeland, knew that and partnered with media agency Medialets to create a truly special experience for their mobile advertising campaign.
At first, it looks like it is exactly the aforementioned mundane banner ad. However, when the ad is tapped it emerges as a rich media experience that cleverly allows users to zoom in to a set of videos centered around the characters. The ad ran on the New York Times’ mobile website which usually attracts an audience of middle upper class people that enjoy more intellectually stimulating television shows. The ad enhanced the show’s already outstanding reputation and the finale drew in over 2 million viewers.
Number 3: Lightwater Valley Theme Park
On number three we put Lightwater Valley’s mobile ad for its Angry Bird activity park. Unsurprisingly, the ad was shown in the Angry Birds app and specifically to users in the surroundings of the park in the United Kingdom. This almost guaranteed reaching their preferred target audience since Angry Birds has a massive fan base among young children, but also their parents in the age range of 30-40 years. The small rich media banner in the top right corner invites the user to interact with Angry Birds in person by stating the call to action “tap to visit”.
The user is then invited to watch the video that highlights the Angry Bird activity park, making it especially appealing for the young kids watching. It’s also possible to see how the rest of the park looks and to go the website, most likely the next action of interested adults.
The ad does a great job of utilizing all of the interactive features mobile video and rich media offers and was tailored to allure to both young kids as well as their parents.