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10 Stats on Engaging Mobile Video Creative

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There’s a big difference between a mobile video ad that works...and one that doesn't. Great ads have relevance to the user and fit the context of the app they’re in – in other words, they create a positive experience. For advertisers, this translates into higher conversions and engaged, high-quality users.

Positive ad experiences also require a careful combination of art (creative) and science (data optimization). In this presentation, you'll find a few of the key insights that the Vungle Creative Labs team learned by running thousands of mobile ad campaigns.

Apply this thinking to your ad campaign, and you'll be one of the greats.

Published in: Mobile
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10 Stats on Engaging Mobile Video Creative

  1. 1. 1 MAKING VIDEO ADS PERSONAL
  2. 2. 2 15,000 98% GLOBAL FILL RATE 2 BILLION+ MONTHY VIDEO VIEWS 200 MILLION MONTHLY UNIQUE DEVICES TOP APPS
  3. 3. PRESENTATION TITLE Month 2015 (or delete) 10 Stats 
 on Engaging Mobile Video Creative
  4. 4. 4 Do tell your story visually 70% of users have their device muted or set to inaudible Make sure your ad speaks without needing to be heard Tip: Use text overlays to emphasize key points
  5. 5. 5 Do show the game experience Ads that include visuals of a person interacting with the game 
 increase click-through rates (CTR) 
 by more than 30%
  6. 6. 6 Do include device visuals Including devices in the ad has 
 shown a 38% increase in CTR
  7. 7. 7 Don’t save your best content for last Lead with your most engaging messaging and visuals
 (leave that 4-second company identifier at the end) 70% of users will skip an ad after 5 seconds in a skippable placement
  8. 8. 8 Do make things interactive Trivia Crack’s interactive end card 
 allowed users to test out the game 
 mechanic (answering a question) 
 before they were prompted to download
  9. 9. 9 One of the benefits of interactive media is 
 that you can show short game-play ads that will always be more attractive to users than static interstitial ads. — Paul Del Pin, Sales & Marketing at Etermax, makers of Trivia Crack “ ”
  10. 10. 10 Trivia Crack doubled conversion
  11. 11. 11 Don’t lose flow between ad & end card Interactive end cards with assets 
 (characters, images, music)
 from the prior video saw 
 a 40% increase in CTR
  12. 12. 12 Do optimize for length Test 15- and 30-second versions of your ad to 
 understand which drives conversion EXTENDED CONTENT COMPRESSED CONTENT CONTENT BCONTENT A CONTENT B CONTENT A 0 15 300 15 30 Here are a few of the 
 ways we test ads at 
 Vungle Creative Labs
  13. 13. 13 Don’t show the wrong orientation 15 30 Showing portrait ads (think, vertical) makes use of 
 full-screen real estate on portrait-fixed apps Letterboxing leaves 70% 
 of screen real estate unused CTR increases 22% & conversion 
 increases 6% when an ad matches 
 device orientation
  14. 14. 14 Do localize for the region 15 30 
 Serve creative that features quality 
 translation (in text and voiceovers) Localizing interactive creative drove a 100% increase in performance
  15. 15. 15 And lastly, do A/B test everything •15s vs 30s •Branding vs. gameplay •Human interaction •Devices vs. no devices •Voiceover vs. no sound & text overlay 15 30
  16. 16. 16 15 30 • CTR increase of 22% with6% increase in conversion All our stats in 
 one handy chart
  17. 17. Visit vungle.com/blog for more insights on mobile ad creative & optimization

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