Video Vortex: Selecting the Right Video Ad for Each Step In the Purchase Funnel
As we saw in our recent State of the Apps report and Year in Review Mobile Mix, mobile video ads are on the rise. Thirty-three percent of developers on our platform currently support video ads, which garner twice the engagement of standard banner ads. Mobile video can be utilized as a powerful tool to mimic, complement, and enhance (or even replace) a television strategy.
But mobile isn’t television, and even within the mobile space, not all video ad units are the same. Knowing which unit will more likely help reach your campaign goals is crucial.
So here’s a quick lesson on different video ad units — all available on the Millennial Media platform — and how you can use them at different points in the purchase funnel.
Awareness: When you’re looking to build awareness, Pre-Roll video ad units are a great option. These videos usually last 15-30 seconds and play within the flow of the content the user has selected, predominantly prior to other video content.
If you really want users to watch your video from beginning to end, Pre-Roll is the way to go. HD video quality and pre-cache ensure a quality viewing experience, and pricing flexibility with CPCv and CPM ensure marketers can achieve their campaign goals.
Brand Engagement: When you want to develop the relationship that a user has with your brand, you can’t beat Rich Media video ads. These ads are full-screen interstitials with a video player embedded in a customizable rich media backdrop. There are lots of ways to use rich media to drive engagement, depending on your campaign goals. These ads can be interactive too, so your audience can view your video and take a distinct action during or after the video plays. For instance:
- If you want foot traffic, integrating Location functionality can deliver a message at the exact moment you want a consumer to take action in the real world. For example, a video promoting a car could have a pop-up letting the viewer know how many miles they are from a local dealership.
- The Add to Calendar function allows you to insert a reminder about your event (like a concert, a movie release, or a retail sale) into the viewer’s personal mobile calendar.
- Form Fill can capture consumer information, like a phone number or e-mail address, for follow-on direct response campaigns.
Purchase: Shoppable video allows consumers to interact directly with the products in the ad, and leads them further down the path to purchase. Our shoppable unit is a fantastic way to repurpose a TV commercial to run on a Smartphone or Tablet.
Wherever your target consumer is in the purchase funnel, video can help you capture their attention — and their dollars.
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Millennial Media is the leading mobile ad marketplace, making mobile simple for the world’s top brands, app developers, and mobile web publishers. The company's data and technology assets enable advertisers to connect with target audiences at scale, while driving monetization for publisher and developer partners. AOL acquired Millennial Media on October 23, 2015. Millennial Media boosts AOL's global, mobile capabilities and scale across ONE by AOL for advertisers and agencies, and offers the most attractive monetization platform for app developers.