Mobile Advertising Ad Infuse case study with Swisscom
Rating: hot Swiss Ad injection
By Bena Roberts
Ad Infuse has unveiled a case study which it conducted with mobile operator Swisscom.
(All GoMo News blogs on AdInfuse and Swisscom).
The study tracked the success of two ad-enabled streaming video channels powered by Ad Infuse on the Vodafone live! portal. They were:
• Nur Zum Spass – an ad funded channel with free comedy videos
• Musik Videos fuer Rappen – the second was an ad-sponsored channel with premium music video clips from big stars such as Eminim and Jay-Z – which could be purchased at a reduced price.
The results
After the launch of the two channels, Swisscom customers were surveyed about their advertising consumption habits as well as usage and acceptance of the ads powered by Ad Infuse. The results of the survey formed the foundation of the case study. Highlights include:
• Up to a third of those using the service were first-time consumers of mobile video.
• 82 percent of the users viewed the pre-roll ad till the end versus 67 percent for the post-roll ads.
• Depending on the advertisement, recall rates were as high as 29 percent.
• WAP banner click-through rates averaged 8 percent, driving customers to Swisscom’s premium services.
• More than 80 percent of the users rated the model of ‘free video content in return for advertising’ positively.
• 50 percent of the users claimed they would not have viewed the videos on the ad funded “Nur zum Spass” video service if it wasn’t for free.
• 85 percent of the music videos published on the ad sponsored “Musik Videos für 50 Rappen” service achieved higher revenue compared to the same video file being published on the premium streaming music video clips service on the Swisscom portal.
• For detailed results and to view the case study, please visit: http://www.adinfuse.com/partners.php
What we think?
Free video content in return for advertising is a success! Well shiver me timbers – any examples where free content fails vs paid content?
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