In this edition of Mobile Monday, we are taking a look at how video ads are keeping players in-app longer, what the most effective advertising channel in a Kelloggs campaign was, and why top CPG brands are turning to in-feed video.
Video Ads Keep Players Playing Longer
According to a recent report released by AppsFlyer, video ads perform 130% better at user retention on iOS, and 80% more likely on Android. Why is this? As AppsFlyer chief executive Oren Kaniel said in a statement with VentureBeat:
“Video is a great ad format for mobile apps because it allows the user to see the app in action… A good video trailer shows off the gameplay, the graphics, the movements, etc., and does a much better job of highlighting what an app is really like than any text-based ad or static graphic ever could.”
Mobile is Most Effective Advertising Channel for Kelloggs
A recent NIelsen analysis of a campaign for Kellogg’s Pop-Tarts revealed that mobile delivered better results than all other channels at driving sales. Specifically, “mobile delivered more than three dollars in incremental sales for every dollar invested,” making mobile advertising the most effective channel used in the cross-screen campaign. Get the full summary on Mobile Marketer.
Top CPG Brands Turn to In-Feed
Recently, Pinterest unveiled out their new Cinematic Pin ad unit, which allows short form video animations to play as users scroll through their feeds. Top brands to advertise include Gap, L’Oreal, Walgreens, Suave, Target, and more. David McIninch, VP of Marketing at Acquisio, commented on the power of rich in-feed ads:
“These are way more engaging than static ads, now – which you never would notice, unless they were viewed side-by side, so advertisers will need to think twice about how much they are willing to pay for space.”
As Chantal Tode of Mobile Marketer notes, the new in-feed ad unit is a “reflection of the strong growth for video on mobile as well as the demand for visual storytelling strategies on mobile that provide entertainment.”
Join the Conversation
Mobile Monday examines the latest news, trends, and developments in mobile apps, tech, and advertising. Do you have a story to share for the next Mobile Monday? Tweet your thoughts to @AdColony. For the latest AdColony mobile news and updates, follow @AdColony on Twitter, like us on Facebook, or connect on Linkedin.
- Rewarding to Engage: New Mobile User Survey Results Now Available - March 28, 2018
- Mobile Monday: Mixed Reality Promotion, Seriously Connected Fans, & FCC Acceleration - March 26, 2018
- Mobile Monday: GDC 2018 - March 19, 2018
