Rating: Solution works with Android and iOS devices
The snag with traditional mobile video ads is that they require navigation to a remote player – like YouTube – in order for the handset owner to view the video ad clip. This is far from satisfactory. However, Adfonic claims to have developed a mobile video ad solution which makes use of a device’s native [iOS or Android] video player to take the user from the ad within a mobile site or app straight to a high quality TV-like video commercial. As soon as the video concludes, the user is returned to the app or mobile site. This development will enable advertisers to run TV-style video campaigns across Adfonic’s global network of mobile sites and apps. The company claims the technology will help advertisers and agencies worldwide replicate the power of a television or online video ad on a mobile device screen.
This integrated mobile video advertising offering will work across Adfonic’s global iOS and Android inventory – providing access to around 200 million unique users each month via a network of around 10,000 publishers.
“Mobile sites and applications are now attracting audiences comparable with those of popular television programmes,” commented Paul Childs, CMO with Adfonic.
“Mobile video advertising campaigns can bring the brand engagement experiences and quality of TV and cinema advertising to mobile,” he added.
Whilst Adfonic claims that it now has the industry’s first end-to-end video product aligning mobile with traditional audio visual experiences – the crucial advantage is that it integrates real-time measurement of user engagement.
“We are proud to have developed the industry’s first end-to-end engagement metric, giving advertisers real-time insight into how users are interacting with the video elements of their mobile ad campaign,” Childs maintained.
“This level of visibility over campaign effectiveness is unheard of with TV or cinema advertising and offers the holy grail of campaign measurement,” he argued.
Adfoinc’s engagement score metric tracks individual users’ viewing time of a video in order to assign it with an engagement score.
This score can be used alongside traditional metrics such as number of clicks and the click-through rate to empower advertisers with a real-time view of user engagement time with their brand as their campaign runs.
GoMobile News believes that if this technology really can take the user back to where he or she was before the video ad triggered – say playing a game, then it could help increase click-through scores for video apps.
More information from Adfonic’s Press release here.