Short and skippable mobile video ads are working

Shorter mobile ad formats are more effective despite being skippable new research by MAGNA, the intelligence and investment arm of IPG Mediabrands, together with IPG Media Lab found.

As consumers are spending ever more time using their smartphones, advertisers have shifted their budgets accordingly.

The “Battle of the Mobile Ad Formats” study has tested a range of different mobile video ad formats versus display ads and search ads. A total 6,230 participants took part.

When it comes to mobile ads, consumers are expecting more with around 50% desiring such ads to be relevant to their location, but also easy to avoid.

Among the most important features ads on mobiles should include are entertaining content (54%), not obtrusive (52%) and featuring a relevant brand (46%).

The study found that six-second video ads were more memorable than longer formats. They were also found to increase ad recall and consumers more often deemed them ‘relevant’ and ‘innovative’.

Vertical six-second ads work even better. Indeed, they drove +12% in purchase intent compared to +2% for the same ad in a horizontal format.

Although 360 video ads are potentially useful, there’s much room for improvement. People found the experience less seamless and less easy to avoid compared to standard branded content.

When asked about their favourite ad formats, consumers voted for skippable videos ads (77%) to be the favourite, followed by interactive ads (44%), display (34%) and VR ads (25%).

Native ads were perceived to be most powerful when they included a human connection using images that evoked a response.

Kara Manatt, SVP, Intelligence Solutions & Strategy, Magna Global, said:

“There was a big impact on the perceived uniqueness of the brand stories and how much they were willing to pay for the brand with vertical video.  It’s especially surprising given how few videos are made in this format – truly with the mobile environment in mind.”

“Naturally, we know that mobile devices are more personal to consumers than other platforms,” she added. “You’ve heard it before…people sleep with their phones, etc.  What hasn’t been fully explored is whether marketers are living up to consumers’ high expectations of ads on their phones. This research is a crucial step to quantifying how advertisers are faring on mobile and how they can improve and optimize their efforts.”