• by Daisy Whitney , Op-Ed Contributor, September 8, 2016

Advertising on mobile phone screens is growing by leaps and bounds, and marketers are eager for insight into what drives consumers in this burgeoning ad medium.

While it is still early days, video ad software provider Videology released a handful of case studies from recent mobile campaigns, revealing some data on what has worked.

In one example, Videology paired with a CPG company to create a brand awareness campaign using mobile targeting tools to reach key audiences while they were watching video on their smart phones. Using Nielsen metrics to measure, that campaign fueled a 125% boost in brand awareness compared to consumers who had not seen the campaign.

In another example, Videology ran ads for a streaming video provider across both desktop and mobile to build awareness of a new original show. That mobile video ad drove brand awareness by 122%, compared to a 57% increase in awareness for the ads that ran on desktop.

Also, a campaign for a food brand designed to elevate brand awareness among younger consumers contributed to a 47% rise in the metric, compared to the desktop component, which drove a 29% increase.

These are promising early results on the effectiveness of mobile video campaigns, especially when compared to desktop advertising. Since the mobile device is more personal, it can often be more effective when it comes to ads.

But, many new media are often most effective in their early days when they are still relatively uncluttered. As consumers become accustomed to seeing ads, they often begin to tune them out. As brands expand deeper into mobile advertising, they should keep in mind both promising results and best practices to continue to stand out.

Issues remain when it comes to mobile advertising, such as a limited supply, inconsistent measurement, as well as ongoing issues with viewability and fraud.