More and more Publishers across are looking to use video ads for their mobile inventory. But mobile video is still quite new and therefore it seems worthwhile to experiment with different formats to see what your users like best.
The tech giant tested a range of mobile video storylines with Mountain Dew (a non-alcohol beverage) using the brand’s popular Kickstart “Come Alive” spot.
Three types of mobile video ads were used:
Format: Middle, Beginning, End
Format: Countdown – Starts in the Middle
Format: Unconventional Story Line and Structure
So which mobile video ad format performed better?
According to Google: The last one – unconventional story line and structure -fared best. The nontraditional mobile video ad was viewed at a 26% higher rate than other edits of the same product ad. That cut was also three times as long as the other versions, weighing in at one minute and 33 seconds, with the average view time of one minute and nine seconds.
“Our speculation is that people were intrigued by the mystery of what they saw. They were more interested in seeing where the story went than in skipping ahead,” Google said in its report.
While this is only one study in a sea of studies, it does offer some potentially useful tips. Shorter may not always better in mobile. Sometimes, giving viewers the unexpected can deliver better results.
Perhaps consumers are being trained by Facebook video. With so many videos watched with the sound off on Facebook, consumers are increasingly comfortable with less linear, more unconventional video stories.
The MADS Ad Server Platform features a creative toolkit that allows you to set up video ads easily and very quickly. This toolkit can definitely help you to experiment and find out which formats are effective for your users.