Sony Mobile UK saw video ad engagement rates of 78%, 25 times
the benchmark for a standard video campaign, with an interactive video for its
Xperia XZ2 smartphone. The electronics maker and its agency Mediacom partnered
with video marketplace AdColony on a campaign that includes interactive mobile
video banners, according to an announcement.
The campaign creative focused on the Xperia XZ2's enhanced
technology and gaming capabilities with a video that responds to touchscreen
gestures that are familiar to mobile gamers. The ad demonstrated a racing game
with cars kicking up virtual dirt that settled on the viewer's screen and
needed to be wiped away with a swipe. The ad also used haptics to make a
viewer's phone rumble and shake at various moments around the driving course.
AdColony's Aurora HD Video ad unit also boosted other key
metrics for Sony Mobile. The purchase intent among viewers of the ad was 8.6%
higher than the control group, while brand recall compared with competitor
handsets saw a 4% lift, per Nielsen data cited by AdColony.
Insight:
Sony's interactive ad shows the power of mobile media to
engage viewers with an intimate, high-touch experience that's more immersive
than traditional media like TV or static web banners. As the electronics maker
seeks to carve out a slice of the handset market dominated by Samsung, Apple
and several Chinese manufacturers of lower-cost smartphones, Sony is
emphasizing the advanced gaming capabilities of the Xperia XZ2 to differentiate
it from rivals and connect with on-the-go video game consumers. AdColony's
interactive ad format that responds to touchscreen gestures helps to connect
with viewers in the ad creative and drive deeper engagement.
Digital video growth on social media platforms and
video-sharing sites like YouTube is set to underpin the shift of ad dollars to
mobile media, as the advertising "duopoly" Facebook and Google will
likely continue to see double-digit growth in mobile, eMarketer estimates. This
year, mobile will account for $76.17 billion in ad spending, rising above TV's
$69.87 billion, print's $18.74 billion, radio's $14.41 billion and
out-of-home's $8.08 billion. EMarketer predicts this trend will continue over
the next few years, as mobile's estimated ad spending of $141.36 billion in
2022 is more than double that of TV.
Advertisers likely will benefit from the continuing shift in
viewing habits to streaming video as more U.S. households cancel pay-TV
subscriptions. Livestreaming viewers are more likely to engage with ads
included with their content, such as pre-roll video or sponsored ads, according
to the Interactive Advertising Bureau. Sony Mobile UK is a wholly owned
subsidiary of Tokyo-based Sony Corporation, a leading global innovator of
audio, video, game, communications, key device and information technology
products for both the consumer and professional markets. Xperia products
combine stand-out design and superior entertainment technology with the
powerful performance consumers would expect from a Sony smartphone and tablet.
Source: mobilemarketer.com
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