Customised ad campaigns are a powerful marketing arsenal that brands should take note of. Custom interactive video ads can create a 561% increase in user brand activity including in-unit clicks and clicks through to an external web site, when cored to standard pre-roll video ads revealed an Innovid study.
The study, dubbed 2017 Global Video Benchmarks Report, examines videos designed to engage viewers within the ad itself (custom interactive), versus videos designed to encourage the user to click through to a new web page or app, independent of the ad (click-thru interactive). Pre-roll video ads typically have a static video that doesn’t have any other advanced features as such, however; advanced video ads contain crucial interactive features such as overlays and clickable video content that boost user engagement. Here are a few other key findings from the study:
- Custom interactive video campaigns deliver an average of 41 additional seconds in time earned — on top of the time spent watching the 15-or 30-second pre-roll — nearly tripling the time spent with a 15-second ad spot. With that in mind, retailers can leverage their existing branded content to supplement these videos;
- Mobile click-thru interactive video achieves the greatest click-thru rate, compared to any other format, with a 57% lift over desktop;
- Custom interactive video on connected TV generates the highest completion rates compared to any other device or format, a 73% lift over mobile and a 23% lift over desktop. From the first half of 2016, to the second half of 2016, the number of advertisers running on over-the-top (OTT) content devices increased 27%; and
- As video duration increases, engagement rate increases and completion rate decreases. This makes it important to get more creative to compete with everything else on the audiences’ minds.