MAGNA, the intelligence, investment and innovation unit within IPG Mediabrands, and IPG Media Lab, its creative technology arm, partnered with Tremor Video DSP to perform a scientific media trial exploring and measuring the impact of interactive video ads across three screens, including tablet, PC, and mobile devices.
The report, entitled The Interactive Effect: A Key to Surviving in the Attention Economy of a Mobile-First World, unveiled both qualitative and quantitative insights for marketers to leverage interactive video ad formats, including activations to enhance consumer engagement and drive brand KPIs. In conducting the media trial, a total of 2,157 users were recruited from a representative online panel.
“Mobile is intimate; video is engaging,” said Chad Stoller, Global Chief Innovation Officer, UM. “As the digital world becomes less a proxy for our ‘real’ world, and becomes the ‘real world’ itself, interactivity can build organic connections between viewers and branded messages, especially in a mobile-first world. It is becoming clearer that interactivity is the future of mobile video.”
Key highlights from this media trial report include:
This report was published by IPG Media Lab, the creative technology arm of FCB Media’s group partner IPG Mediabrands.