Held in Milan on 23-24 May, IAB Europe’s annual 2-day conference Interact 2018 featured a presentation by Caroline Hugonenc, Global Vice President Research, Teads The 10 rules to reinvent the ad experience on Mobile leveraging technology and data

1. REINVENTING VIDEO ADVERTISING
Creativity &
Interactivity the perfect match
to win the user attention on mobile
.Caroline Hugonenc

2. Using mobile as a
compass to reset the
digital advertising
experience
REINVENTING VIDEO
ADVERTISING

4. Let’s face it
Ads are not only
watched onTV ...
…and embracing mobile
could unlock more creativity
and increase dramatically ad
effectiveness

5. Checklist
Win their attention1
2 Optimise the time spent with the ad
3 Make sure that the user can understand
your message with sound off
4 Adapt to screen size & shape
5 Play with the context
6 Make your message relevant to
your audience
7 Enrich the ad experience
8 Leave a good impression
9 Create your own mix
10 Pre test your creative with us

6. Win their
attention
1.

7. Creative,
format play a
big role in this
battle for
attention

8. Eye-catching
ad formats that
are integrated
in the user
experience but
not disrupting it

9. Creating a
visual impact to
catch
user attention
Actions:
Use skin to
strengthen branding
Use bold, bright colors
to catch attention
Skin outpaced unskinned creatives by factor :
x2.5 for aided brand awareness
x2.4 for brand favorability
up to x28 for purchase Intent

10. Optimise the
time spent with
the ad
2.

11. Optimizing the
timing of
creative
Weak sequence
Original 30s Optimised 20s
Actions:
Editing the video
removing weak sequence
Strengthening key
messaging using display
Enticing interactivity with
CTA

12. Creative optimization can generate a significant
lift in completion
Mobile results
Video completion rate
14.2%
18.5%
Original Creative Optimized Creative
27.4%
29.6%
Original Creative Optimized Creative
The optimized
creative resulted
in a 30%
increase in VCR
The optimized
creative resulted
in a 9% increase
in VCR
Desktop results
Video completion rate
Source: Teads Creative Lab, data from Teads DMP, live campaign, 50k total impressions, July 2017.

13. Non
completed
Completed
view
Complete vs
exposed
△ △ %
Aided Brand
Awareness
1 2 100%
Online Ad
Awareness
9 33 267%
Message
Association
6 25 317%
Brand Favorability 5 10 100%
Purchase
Intent
2 9 350%
Sample Size n= 505 n= 296
Completion boosts dramatically impact on brand metrics
from x2 up to x4.5 for purchase intent
• Completions saw significantly larger
improvement on Online Ad
Awareness (x3,6), Message
Association (x4,1) and Purchase
Intent (x4,5)
• In addition, Aided Brand Awareness
and Brand Favorability was also
higher at completion versus non
completed view (x2)
Significant increase at 90% confidence
Significant increase at 80% confidence
Source: Kantar Millward Brown for Teads / CPG brand US

14. Objective
Increase dwell time
with more content
CAROUSEL
Completion rate
on 2nd video
(66s) 29%!!
Earning time
with compelling
content

15. Make sure that the
user can
understand your
message with
sound off
3.

16. More than half of the users hate when video ads play with
sound when they are reading on article
54%
Source: Study from Censuwide commissioned by Teads, May 2018
66%
UK US
63% of 16-34 76% of 16-34

17. Propensity to watch ads without sound
Source: Study from Censuwide commissioned by Teads, May 2018
77%
35%
79%
40%
Facebook Youtube
UK
US

18. We tested
17 ads sound on vs
sound off across
5 categories…so
far
For more than half of the cases,
sound off performed as well as
than sound on.
For less than one third, sound
On performed better.
And in 2 cases, sound off
performed better.
Source: Teads, Optimising for Sound Off, March 2018

19. Optimized ads managed to compensate for the lack of
sound.
Teads enhanced sound off version
Original video
with sound

20. 49% 50%
66%
62%
53%
46%
62%
59%
50%
46%
65% 64%
Memorability Enjoyement Easy to understand Branding
SOUND ON
SOUND OFF
STUDIO ENHANCED SOUND OFF
Questions:
Branding: “It is so clear that [BRAND] is being advertised that everyone will get it”
Memorability: “Is this video memorable?”
Enjoyment: “Did you enjoy watching this video?”
Undertstanding: “Is the video easy to understand?”
Source: Teads and RealEyes, Optimising for Sound Off, Oct 2017
Enhanced /optimised versions were as effective as
original with sound, but slightly less enjoyable

21. Source: Teads and RealEyes, Optimising for Sound Off, Oct 2017
Scale of 1-10 where 10 = Max. emotionally engaged
Interestingly it appears Millennials prefer sound off
Emotional score
FMCG | original
FMCG | for sound off
Fashion | original
Fashion | for sound off
Luxury | original
Luxury | for sound off
18-29
4
7
2
4
30-49
1
2
3
1
5
25-35
2
3
35+
1
1

22. Adapt to
screen size &
shape
4.

23. inRead Vertical & Endscreen:
Hero

24. Playing
with the
context
5.

25. The impact of an ad varies depending on the context it plays
in
Source: Study from Research Now commissioned by Teads, France, March 2018
Impact of a gaming ad placed in different contexts(Index=100 for the control group)
Exposed/Control Gaming Sport News
Brand Awareness 206 239 172
Brand Familiarity 120 130 131
Brand Favourability 174 182 179
Purchase Intent 163 124 124

26. Make your
message
relevant to your
audience
6.

27. La lente progression de ces voitures aux deux
sièges supplémentaires installés dans le coffre –
repliables dans le plancher voire démontables sans
trop de difficulté – résulte d’abord d’un phénomène
de transfert.
Pour les repas quotidiens, la restauration rapide a,
semble-t-il, pris le pas sur les petits restaurants
"ouvriers" de la fin du 20ème siècle.
A signal
Date / Heure
Geolocalisation
Audience
Device
Grapeshot
The future of advertising
is data-driven
Pour les repas quotidiens, la restauration rapide a,
semble-t-il, pris le pas sur les petits restaurants
"ouvriers" de la fin du 20ème siècle.
La lente progression de ces voitures aux deux
sièges supplémentaires installés dans le coffre –
repliables dans le plancher voire démontables sans
trop de difficulté – résulte d’abord d’un phénomène
de transfert.

28. Male, 28,owns an
iPhone
Male, 18, in market for
a new phone Female, 32 Mother of two
Tailor CTAs to Specific Consumer Profiles
Dynamic Creative Optimisation

29. Enrich the ad
experience
7.

30. Objective:
Delivering new level of
accessibility, engagement
and personalisation for
global audience.
Source: Teads/Millward Brown Ad Effectiveness study,
A18+ HHI $250k, USA, 747 respondents, June 2017
Conversational
ad experience
with chatbot
integration

31. *Mesuré par MOAT sur la base du standard MRC
inRead Chatbot
Period June 2017
Avg. Dwell Time
(time spent on the unit)
2min30
Other campaign results are confidential
+82%
Incredible results
in online ad awareness
brand favorability on mobile
consideration on mobile
of desktop users said that the format
was a fun way to interact with the brand
of mobile users felt that the format was in
keeping with the Tommy Hilfiger Brand
+76%
73%
68%
Source: Teads / Millward Brown Ad Effectivenes
study, Female ABC1 18-34, UK, June 2017
+67%

32. Talk is the natural language

33. Leave a good
impression
8.

34. End your
video with an
endscreen
to generate
branding
and/or visit on
site

35. Create your
own mix of
format
9.

36. Pre test your
creative with
us
10.

37. Knowledge is Power