Mobile video ads have come a long way in the last decade. As the calls-to-action in these videos have gotten clearer and more interactive, the ads themselves have generated better results and created stronger connections between consumers and advertisers. According to a new study by the Interactive Advertising Bureau, video ads with “Learn More” and “Shop Now” CTAs generate substantially more engagement and greater recall than those without.
What most brand advertisers don’t realize as they design video ads with the optimal CTAs is how much variability there is from platform to platform. Not every mobile video vendor offers the same capabilities, and IAC’s study demonstrates that effectiveness can vary greatly depending on the strategy that’s being implemented.
Understanding the importance of a strong CTA in video ad campaigns, we’ve put together this list of five mobile video vendors, each with its own interactive capabilities designed to elicit high engagement and response rates.
AdColony has taken a unique approach to video advertising, going all-in on interactivity. The company’s interactive mobile video ads offer a way for viewers to engage with the videos they’re watching, which AdColony says leads to increased post-video activity. AdColony’s video ads get smarter over time. The company utilizes view-through attribution and third-party tracking to show advertisers when specific CTAs—like a “learn more” button, for example—will work best and how slight changes to a CTA should change depending on how many times a user has been served the same video ad.
An early pioneer in the space, InMobi supports a whole host of mobile-first video formats. InMobi works with brands to craft personalized creative experiences. While HD visual experiences are designed to boost video completion rates, it’s interactive end cards that really persuade consumers to take certain actions after videos are complete. InMobi’s templated end cards can be created with limited-time discount codes or links to additional behind-the-scenes footage. The company says these end cards drive 9x higher engagement than static banner ads.
Innovid is a video marketing platform that puts a big emphasis on transparency and engagement. One of the ways Innovid boosts engagement is through the use of CTAs and interactivity within video. For example, mobile users who watch a video about Honda cars can click to find a dealership nearest to them. Innovid has partnered with a number of SDK providers, including Fyber, InMobi, and MoPub. The company also offers its own self-service authoring tool that brands and agencies can use to create interactive videos for connected TV advertising.
Acquired by Adobe in December 2016, TubeMogul still offers a number of top mobile video advertising solutions for brands and agencies. TubeMogul offers in-stream video, as well as display, native, and social advertising. TubeMogul’s Creative Team is able to generate mobile app interactive pre-roll, which plays in-stream video before the video content shows up in apps. TubeMogul has worked with many large brands, including Ford, Cetaphil, and Heineken.
Vungle is a mobile in-app video advertising platform designed for performance marketers. In addition to giving its clients control over length, resolution, and video format settings, Vungle also offers help in creating effective ad experiences. The company encourages its clients to use clear CTAs in their videos to show users how to download new mobile apps or what actions to take after completing the video. Vungle templates include the option to add a CTA button that’s available during the video play.
Stephanie Miles is a senior editor at Street Fight.