15. +7%
15 -20’’
+20%
Subtitled
+60%
Square
+83%
Vertical
Square and Vertical boost ad awareness
Ad Awareness
Uplift of all mobile specifics formats vs TV spot
on mobile% of those who say « yes »
Q:Do you remember seeing this ad among the ads you just saw?
Amongst those who enabled the format to play
16. Mobile customised ad formats yield higher
brand opinion change than TVC in a landscape format
Q As a result of seeing this ad, would you that you have…
10 grid scale from « a much worse opinion » to « a much better opinion »
Base : all respondents
Impact of the format in the brand opinion change
Top 3 box –average indexed on TV spot uplift
+13%
15 -20’’
+11%
Square
+15%
Vertical
Formats
adapted to
mobile
generate more
brand
favorability
17. All respondents
Respondents taht already knew the brand
Brand proximity
Average score indexed on the control
cell
Mobile-optimised
creative
generated highest
levels of affinity
Control
Cell
All mobile
creatives
TV creative
in landscape
inRead
Square
Q How close do you feel to the [brand]?
Amongst those who enabled the format to play
Source : Video going moble, a Teads study commissioned by Ipsos, June 2016
26. Source : March 2016 research commissioned by Brightcove
66%
Engagement
renforcé
44%
Temps de lecture
allongé
9%
Accroissement de
l’intention d’achat
NASCITA : STRUMENTO DI GESTIONE DELL’INVENDUTO LOW CPM
successivamente si è cominciato a dare importanza e valore ai dati che permettevano di raggiungere l’audience giusto diminuendo la dispersione tipica delle pianificazioni classiche
tuttavia la qualità dell’inventory disponibile era sempre molto bassa.
con questa evoluzione siamo quindi riusciti a veicolare una pubblicità alle persone giuste, in un ambiente premium e safe ad un cpm contenuto (eliminazione dispersione etc).
Ma che cosa manca per rendere virtuoso questo circolo?
Bleu sur le coté
Teads mobile customized formats enable the ads to emerge and leave an imprint: with 83% uplft in ad awareness for the vertical and 60% for the square formats.
The shorter version of the ad perfomed 7% better than the TV ads in the inread landscape and subtitle one perfromed 20% better.
Formats adapted to mobile generate more brand favorability than the landscape version : =15% uplift for the vertical and + 11% for the square.
Mobile-optimised creative generated highest levels of affinity, specially on respondants that were already aware of the brand, square and vertical overindexing compared to TV ad in the landscape inread.