Working from one of the largest ever research studies into mobile video, the Mobile Marketing Association (MMA) and video ad technology company Tremor Video have published a guide to help improve the quality of mobile video ad campaigns.

Entitled Crème de la Crème: A Guide to Creating Successful Mobile Video Advertising Units, the guide reveals five key foundations for successful campaigns, based on analysis of over 300 interactive campaigns carried out by research company Millward Brown.

The five foundations comprise of Entice and Intrigue (giving people a reason to engage with content), Bring Them In (the importance of aligning design, technology and medium), Symphony Not Noise (consistent theme and story in ads), Make Them Feel (creating emotional connections) and Catch the Moment (consistent messaging across different platforms).

“The bulk of online video advertising today is simply repurposed television spots, yet the devices where consumers spend the most time are completely interactive with just a swipe or tap,” said Alex Macnamara, UK managing director at Tremor Video. “We want to help marketers realise the opportunity in front of them: the potential for a consumer to spend nearly a minute with a 15 second ad.”

“With consumer consumption of video on mobile devices continuing to increase at unprecedented rates, its critical for the industry to provide marketers with actionable insights and guidance for them to harness the power of mobile to develop stronger and closer engagement with consumers,” said Sheryl Daija, chief strategy officer at the MMA.