Can mobile video ads offer a viable alternative to TV and online video ads? Despite the immaturity of the medium, early signs of success are emerging.
GMC, for instance, recently employed mobile app maker Tapjoy and its mobile videos solution to advertise its new Terrain SUV -- and the results were promising.
In a survey conducted and verified by Nielsen, Tapjoy was found to outperform TV and online video norms for indicators such as “general recall” and “brand linkage.”
Overall brand recall for the Terrain was 42% for those exposed to the videos through Tapjoy -- as opposed to 27% and 17% as the norms for car and truck videos on TV and online, respectively.
Tapjoy also drove an 80% completion rate on a 67-second video, while delivering a 9.4% click-through-rate on the secondary actions after the video ran.
"What this data shows is that mobile video ads are a viable, and perhaps more importantly, an effective advertising alternate to TV commercials and online videos,” said Peter Dille, CMO at Tapjoy.
“When you look at consumer engagement, mobile has already surpassed TV commercials and online videos,” Dille added. “Brands looking for stronger brand affinity and recall with consumers can use the Mobile Value Exchange model as option to reach them when and where they are most receptive to advertising.”
Tapjoy Mobile Videos displays HD-quality videos through a native, in-app video player.
Using Tapjoy’s “Mobile Value Exchange” model, consumers are rewarded with virtual currency or premium in-app content in exchange for watching videos.
Advertisers pay on a cost-per-completed-view basis, so they are given assurance that consumers view the entire video. Advertisers can also recommend secondary actions upon completion of the video, driving consumers to do things such as “Visit Us on Facebook,” and “Join the Conversation on Twitter.”
Last year, Tapjoy and market research firm Interpret found that adults 25-34 were more likely to value the influence of ads, and they recall seeing more ads while using mobile apps -- particularly video ads or fully sponsored/branded apps. In fact, half of those who saw ads on apps clicked on them, while about a quarter used those ads to get another app.