In the wake of the growth of native, in-feed, auto-play video, Opera Mediaworks and comScore have partnered on an industry-first study on the subject to better understand ad effectiveness of mobile-first video for native environments to help brands drive more impact with their creative. The study found that brands and agencies are seeing meaningful results from mobile-first, purpose-built video ad creative. But the results also led to creative best practices for native mobile video.
EContent asked from Nikao Yang, SVP business development and marketing at Opera Mediaworks for an example of a video that exemplifies these best practices.
- Hook User in First 2-3 Seconds-"Both the spokesmodel and the country-BBQ themed background create the ideal visual environment for the targeted,young male audience. As soon as the video ad begins to play, the user isimmediately captured."
- Quick Cuts and Close-Ups-"The strong first-person point-of-view, unique aerial camera movement and clever transition angles on the spokesmodel and the burgers further engage the user and payoff the hook."
- Oversized Text-"Large text call out at the end clearly spells-with a smile and a wink- what the value proposition for the product is- it's a delicious All-Natural Burger."
- Call to Action-"The call-to-action drives consumers to tap on the end card after the video concludes, bringing them to a downloadable coupon and a menu of longer, full-length video spots to watch."
- Make Sound Secondary-"In the native video ad itself, there is no sound. Carl's Jr. followed our data which shows that the majority of feed-based content is consumed with audio off so they relied heavily on the power of sight and motion to deliver their message in the native video ad. However, from the end card,users were able to watch longer form video content with actual voiceover and music as the user was engagedwith a full-screen video in lean back mode."
One of the most frequent questions people ask me when they find out what I write about is, "How do YouTubers make money?" This used to be a simple answer. When the very first YouTubers started making money, it was predominantly through electing to run ads on their channels' videos (which you can still do today), but also through selling merchandise. Creators would link to their branded t-shirts, stickers, buttons... basically, whatever they could cheaply produce and still earn a small profit from. More progressive production companies, who were already successful enough they could afford to take a few risks, would encourage viewers to sign up for their membership sites, promising exclusive content and promotions galore.