NEWS15 February 2016
All MRS websites use cookies to help us improve our services. Any data collected is anonymised. If you continue using this site without accepting cookies you may experience some performance issues. Read about our cookies here.
All MRS websites use cookies to help us improve our services. Any data collected is anonymised. If you continue using this site without accepting cookies you may experience some performance issues. Read about our cookies here.
Insight & Strategy
Columnists
Impact magazine is a quarterly publication for MRS members. You can access Impact content on this website.
UK — Mobile video creative of between six to eight seconds delivers 36% higher engagement levels than long-form content, according to a new study.
The study, by mobile ad platform Opera Mediaworks, analysed campaigns from ten brands in the EMEA region, including eBay, Mitsubishi, Stella Artois and TomTom, comparing engagement and dwell times.
It emerged that while there were on average 36% higher engagement levels for shorter campaigns, a six-second ad by Stella Artois delivered 60% higher engagement compared with a 15-second version.
Short form video also resulted in 25% longer dwell times, leading the report to conclude that short-form video is likely most effective for branding campaigns.
However, if a product-focused campaign had a call-to-action, it was found that ads lasting between 15 and 30 seconds delivered 30% higher engagement rates than shorter form content.
"It has long been suspected that the length of mobile video creative has a direct impact on audience engagement rates, and it’s reassuring to have a specific measure of this now," said Mark Slade, managing director for EMEA at Opera Mediaworks.
"Mobile video continues to be a huge growth area for advertising, considering the ubiquity of smartphones and the changing habits of how we consume content."
Newsletter
Sign up for the latest news and opinion.
You will be asked to create an account which also gives you free access to premium Impact content.
In the face of artificial intelligence’s text and language analysis potential, how should sentiment analysis evolve… https://t.co/QF2g5ppYwj
Advertising spending in the UK was flat in the first quarter of 2023 with 0.1% growth from the same period last yea… https://t.co/D7rj2drnRH
From the latest @ImpactMRS diamonds are arguably the ultimate luxury status symbol – but, in a changing world, insi… https://t.co/lswG6HEIol
Related Articles
The world's leading job site for research and insight
Hasson Associates
Research Manager – Breakthrough Brands
£32000–37000
Essex County Council
Researcher
Up to £38,251
Ronin
Business Development Manager/Director
£40K–£60K +uncapped commission
Featured company
Town/Country: London
Tel: +44 (0)20 7490 7888
Kudos Research are leading providers of premium quality UK and International Telephone Data-Collection. Specialising in hard to reach B2B and Consumer audiences, we achieve excellent response rates and provide robust, actionable, verbatim-rich data. Methodologies include CATI, . . .
The post-demographic consumerism trend means segments such age are often outdated, from @trendwatching #TrendSemLON
0 Comments