New Report Reveals The Transformative Power of Interactivity in Mobile Video Advertising
Digital Turbine has released 'The Ultimate Guide to Interactive Mobile Video Ads', a comprehensive report analyzing 250 mobile advertising campaigns and surveying nearly 270,000 consumers. The study, conducted in collaboration with researchers from prestigious business schools, reveals the significant impact of interactive elements in mobile video ads on increasing brand choice and consumer engagement.
The report identifies three primary types of interactivity that boost brand choice: Browse (increases by 31.5%), Sample (29.6%), and Play (36.6%). These interactive elements are particularly effective in various sectors, including Technology, Retail, Entertainment, QSR, CPG, and Automotive. The research demonstrates that integrating interactive features in mobile ads can dramatically enhance consumer engagement, foster emotional connections, and increase customer loyalty.
Digital Turbine ha pubblicato 'La Guida Definitiva agli Annunci Video Interattivi su Mobile', un rapporto completo che analizza 250 campagne pubblicitarie mobile e interroga quasi 270.000 consumatori. Lo studio, condotto in collaborazione con ricercatori di prestigiose scuole di business, rivela l'impatto significativo degli elementi interattivi negli annunci video mobile sull'aumento della scelta del marchio e sull'engagement dei consumatori.
Il rapporto identifica tre tipi principali di interattività che incrementano la scelta del marchio: Navigare (aumento del 31,5%), Campionare (29,6%) e Giocare (36,6%). Questi elementi interattivi sono particolarmente efficaci in vari settori, tra cui Tecnologia, Vendita al dettaglio, Intrattenimento, Fast Food, Prodotti di Consumo e Automotive. La ricerca dimostra che l'integrazione di funzionalità interattive negli annunci mobili può migliorare drasticamente l'engagement dei consumatori, promuovere connessioni emozionali e aumentare la fedeltà dei clienti.
Digital Turbine ha lanzado 'La Guía Definitiva de Anuncios de Video Móvil Interactivos', un informe completo que analiza 250 campañas publicitarias móviles y encuesta a casi 270,000 consumidores. El estudio, llevado a cabo en colaboración con investigadores de prestigiosas escuelas de negocios, revela el impacto significativo de los elementos interactivos en los anuncios de video móvil para aumentar la elección de marca y el compromiso del consumidor.
El informe identifica tres tipos principales de interactividad que aumentan la elección de marca: Navegar (incremento del 31.5%), Muestra (29.6%) y Jugar (36.6%). Estos elementos interactivos son especialmente efectivos en varios sectores, incluyendo Tecnología, Venta Minorista, Entretenimiento, Comida Rápida, Productos de Consumo y Automotriz. La investigación demuestra que la integración de características interactivas en anuncios móviles puede aumentar drásticamente el compromiso del consumidor, fomentar conexiones emocionales y aumentar la lealtad del cliente.
디지털 터빈이 '인터랙티브 모바일 비디오 광고에 대한 궁극적인 가이드'를 발표했습니다. 이 보고서는 250개 모바일 광고 캠페인을 분석하고 거의 270,000명의 소비자를 조사한 포괄적인 자료입니다. 이 연구는 저명한 비즈니스 스쿨의 연구자들과 협력하여 진행되었으며, 모바일 비디오 광고에서의 인터랙티브 요소가 브랜드 선택과 소비자 참여를 증가시키는 데 미치는 중요한 영향을 보여줍니다.
보고서는 브랜드 선택을 증대시키는 세 가지 주요 인터랙티브 유형: 탐색 (31.5% 증가), 샘플링 (29.6%), 재생 (36.6%)을 식별합니다. 이러한 인터랙티브 요소는 기술, 소매, 엔터테인먼트, 패스트푸드, 소비재 및 자동차와 같은 다양한 분야에서 특히 효과적입니다. 연구는 모바일 광고에 인터랙티브 기능을 통합함으로써 소비자 참여를 극적으로 향상시키고, 감정적 연결을 촉진하며, 고객 충성도를 높일 수 있음을 보여줍니다.
Digital Turbine a publié 'Le Guide Ultime des Annonces Vidéo Mobiles Interactives', un rapport complet analysant 250 campagnes publicitaires mobiles et interrogeant près de 270 000 consommateurs. L'étude, menée en collaboration avec des chercheurs de prestigieuses écoles de commerce, révèle l'impact significatif des éléments interactifs dans les annonces vidéo mobiles sur l'augmentation du choix de marque et l'engagement des consommateurs.
Le rapport identifie trois principaux types d'interactivité qui augmentent le choix de marque : Parcourir (augmentation de 31,5 %), Déguster (29,6 %) et Jouer (36,6 %). Ces éléments interactifs sont particulièrement efficaces dans divers secteurs, y compris la Technologie, le Commerce de détail, le Divertissement, la Restauration rapide, les Produits de consommation et l'Automobile. La recherche démontre que l'intégration de fonctionnalités interactives dans les annonces mobiles peut améliorer considérablement l'engagement des consommateurs, favoriser des connexions émotionnelles et augmenter la fidélité des clients.
Digital Turbine hat 'Der Ultimative Leitfaden für Interaktive Mobile Videoanzeigen' veröffentlicht, einen umfassenden Bericht, der 250 mobile Werbekampagnen analysiert und nahezu 270.000 Verbraucher befragt. Die Studie, die in Zusammenarbeit mit Forschern aus renommierten Business Schools durchgeführt wurde, zeigt die bedeutende Auswirkung interaktiver Elemente in mobilen Videoanzeigen auf die Erhöhung der Markenwahl und das Engagement der Verbraucher.
Der Bericht identifiziert drei Hauptarten von Interaktivität, die die Markenwahl steigern: Durchsuchen (Steigerung um 31,5%), Muster (29,6%) und Spielen (36,6%). Diese interaktiven Elemente sind besonders effektiv in verschiedenen Sektoren, einschließlich Technologie, Einzelhandel, Unterhaltung, Schnellrestaurants, Konsumgüter und Automobil. Die Forschung zeigt, dass die Integration interaktiver Features in Mobile Ads das Engagement der Verbraucher dramatisch verbessern, emotionale Verbindungen fördern und die Kundenbindung erhöhen kann.
- Interactive elements in mobile video ads significantly increase brand choice, with 'Play' being the most effective (36.6% increase)
- The study analyzed a large sample size of 250 campaigns and surveyed nearly 270,000 consumers, providing robust data
- Collaboration with researchers from prestigious business schools adds credibility to the findings
- The report offers industry-specific insights for effective implementation of interactive elements
- None.
Get your copy of "The Ultimate Guide to Interactive Mobile Video Ads" here
Key Findings
The report identifies three primary types of interactivity that contribute to increased brand choice:
1. Browse:
- Allows users to self-serve information through hotspots or galleries
- Helpful for viewing large amounts of products, features, or other information
- Increases brand choice by
31.5% on average - Particularly effective in the Technology, Retail, and Entertainment sector
2. Sample:
- Provides visual ways to interact with products, mimicking in-store interactions
- Useful to virtually let consumers see different customizations for products
- Increases brand choice by
29.6% on average - Highly effective for Quick Service Restaurants, Consumer Packaged Goods, and Automotive categories
3. Play:
- Integrates brands into game environments, fostering emotional connections
- Creates an adrenaline rush associated with the brand
- Increases brand choice by
36.6% on average - Most impactful in the Entertainment, Technology, and Retail sectors.
Research Methodology
The study was done in collaboration between Digital Turbine and researchers Dr. Yusuf Oc (Bayes Business School), Professor Kirk Plangger and Dr. Stefan Bernritter (King's Business School), and Professor Francesca Sotgiu (Vrije Universiteit
The research team analyzed 250 mobile advertising campaigns within a mobile game app, engaging almost 270,000 consumers. Of these,156,000 consumers encountered a mobile ad featuring browse, sample, or play interactive elements. Post-ad exposure, a Nielsen Research Company survey asked consumers to select which brand they would consider purchasing next. The results showed a significant increase in brand choice intention, with the Play interactive element being the most influential.
"As consumers we are exposed to so many advertisements each day that it is impossible to remember many of them at all," said Dr. Yusuf Oc from Bayes Business School, one of the universities that collaborated on the research. "In-app mobile ads cleverly integrate brand messaging into a game or interactive experience – therefore building into the longer-term memory of key target audiences."
Other Report Highlights
In addition to the key findings above, the report also:
- Shows examples of common implementations for Browse, Sample, and Play elements
- Reveals the type of interactive element that was shown to be most effective for each of the industries surveyed
- Gives awards to the best creative implementation of an interactive element across 6 industries
"The future of video advertising lies in the hands of consumers, and interactivity gives them the power to engage with brands in meaningful and memorable ways," said Greg Wester, SVP of Digital Turbine. "Whether through adrenaline packed playing, visually powerful sampling, or immersive browsing, interactivity allows brands to strengthen relationships with consumers. In particular, mobile gaming, where players are already attuned to active engagement, offers a unique platform for brands to connect with their audiences on a deeper level."
The Ultimate Guide to Interactive Mobile Video Ads concludes that tailoring interactive elements to their specific product types, brands across different industries can enhance consumer engagement, foster emotional connections, and increase customer loyalty and lifetime value.
About Digital Turbine
Digital Turbine is an in-app mobile video advertising platform and trusted mobile partner to the world's top global brands. Through its acquisition of AdColony – a recognized leader in mobile video advertising – and its partnerships with the world's largest mobile operators and OEMs, DT packages unique telecom data into smarter mobile audiences available directly through DT Exchange. Learn more on: www.digitalturbine.com
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Media contact:
Daniel Gal, daniel.gal@digitalturbine.com
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SOURCE Digital Turbine, Inc.
FAQ
What are the three main types of interactivity in mobile video ads identified by Digital Turbine's report?
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