Samsung, the global technology provider, was looking to increase awareness and purchase intent of their new Galaxy Note 20 mobile device with their South African audience. In order to reach that target audience, Samsung partnered with AdColony to develop an interactive creative ad and Dynamic End Card. The creativity and technology used in this mobile campaign allowed Samsung to receive high engagement rates and video completion rates from its target audience.
About the Campaign
Upon the launch of their new mobile device, the Samsung Galaxy Note 20, Samsung wanted to promote the new device and encourage pre-orders with their South African audience. To do so, Samsung partnered with AdColony and used the interactive Dynamic End Card along with a video creative to educate consumers on the key features of the Samsung Note 20, encourage orders, and showcase the voucher that consumers would receive if they pre-ordered the mobile device.
How it Worked
To reach their target audience, Samsung, along with AdColony, created a stunning video and Dynamic End Card showing the new features of the Galaxy Note 20. The video worked to inform consumers of the new mobile device and incentivize pre-orders of the Galaxy Note 20 with the offer of a R4000 voucher that would allow consumers to get the New Galaxy Buds Live and Samsung Care+ with their purchase through the mobile ad. Consumers could learn about and purchase the new mobile device directly through the mobile ad, easing purchase friction and encouraging conversions.
Using stupendous technology and ad creative, Samsung and AdColony were able to achieve record results. The engagement rate for the Dynamic End Card was 8%, more than double the benchmark of 3%. There was an 86% unique completed view rate, indicating that users were engaged and interacting with the whole ad. The MOAT Valid & Viewable rate was 92%, which was much higher than the benchmark of 29%. Furthermore, the MOAT Video Played In-View Rate was 99%, up from the benchmark of 46%.
Within the Dynamic End Card, the feature with the most engagement was the “Pre-Order Now” button with more than 6,000 engagements, indicating that users were interacting with the ad and interested in purchasing the Galaxy Note 20. With the video completion rate 15% higher than the benchmark, many consumers were interested in learning more about the Galaxy Note 20, and in fact, viewers spent an additional 6 seconds on the Dynamic End Card in order to further engage with the ad.
By working with AdColony, Samsung was able to increase brand awareness and purchase intent with its target audience in South Africa. Consumers were interested in watching and interacting with the creative video and Dynamic End Card, resulting in a high engagement rate, view rates, and more for Samsung and their Galaxy Note 20.
Samsung Electronics is a global technology provider that has been innovating and creating new devices and solutions for users everywhere since 1969.
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