Streamview Ads Double Purchase Intent, says Widespace

Widespace Video Advertising 101Following the launch of its StreamView mobile video ad format earlier this year, mobile ad firm Widespace has released the results of a study into user behaviour and the effect on brand metrics of the new format.

Aside from doubling purchase intent (compared with those who hadn’t been exposed to the campaign) video ads also increased brand awareness by 10 per cent and brand consideration by 37 per cent.

The results are based on a study of 15 Streamview campaigns from Sweden, Finland and the Netherlands, with 2,949 respondents, between May and November 2015.

Based on the findings from the study of the 15 campaigns, the company has also issued five tips on how to create successful mobile video ad campaigns:

  • Make sure to select a video solution where no click is needed – 90 per cent of people don’t even click on ads they find interesting.
  • Communicate your message early and show the audience who you are – around 55 per cent of all users drop off during the first three seconds.
  • Customise your message and video clip to fit this time range – the 45 per cent of people who still watch your video will only continue for about 10 seconds.
  • Make sure to create engagement that doesn’t require sound – only 2 per cent of all completed videos happen in full screen.
  • Avoid small details – remember that the video is watched on a mobile display.