AdColony, the biggest independent mobile advertising platform, yesterday released the results of its first brand campaign using its new mobile video innovation, Aurora HD video. After running three different campaigns each having its own unique creative execution, AdColony found that 43 percent of people who viewed an ad engaged with it easily surpassing industry benchmarks and performing over 7 times better than the AdColony platform average.
Not only did nearly half of the people that saw an ad engaged with it, but the viewers would also tap, touch or swipe the ad a few times and as a result the total number of engagements per viewer was fifty times more the industry averages according to a Global Video Benchmark report by Innovid. More engagement with the ads also led to more post-ad activity and in one video ad, the Aurora™ HD Video led to three times increases in user acquisition for the company’s loyalty program and two times more click-throughs to the site, when compared to a standard video campaign. The Aurora™ HD Video campaigns also drove a 90 percent viewable completion rate, which is over three times the industry averages reported by Moat.
“We are proud to work with partners like Disney and Buffalo Wild Wings to help drive awareness, engagement and purchase intent in new and exciting ways on mobile devices,” said Will Kassoy, CEO of AdColony. “Leveraging the power of creativity and interactive capabilities of our Aurora HD Video technology, these brands created wonderfully immersive experiences that engaged their consumers and delivered powerful results.”
A third party study with Research Now found that Aurora™ HD Video resulted in a nearly 3 percent delta lift in purchase intent, which is 3 times the average digital campaign lift. The video campaigns also drove a lift delta of over 7 percent in brand favourability While brand familiarity was boosted by a delta of 1.79 percent.