AdColony the largest independent mobile advertising platform, partnered with Unilever to run interactive mobile video campaigns for the first time in the Middle East. Sunsilk, Brooke Bond and Jif are the first three brands to run Aurora HD interactive video ads which delivers more immersive experiences for the user and allows brands to tell a story in an unique, interesting way
For the first time in digital advertising, Aurora gives brands the chance to measure the attention of the users. Since users are engaging with the video while the video is playing, brands know that the full attention of the user is on the screen.
AdColony, released the results of the first brand campaigns using Aurora™ HD Video, the company’s latest mobile video innovation. After three separate campaigns, with three completely different creative executions, AdColony found that 43 percent of people who viewed an ad engaged with it actively, easily surpassing industry benchmarks and performing over 7X better than the AdColony platform average.
Not only did nearly 50 percent of all people that saw an ad engage with it, but most consumers would touch, tap or swipe the ad multiple times, and the total number of engagements per person was over 50X industry averages reported in the Global Video Benchmarks Report from Innovid. Engaging with the video also led to increased post-video activity, and in one campaign, the Aurora™ HD Video led to 3X increases in user acquisition for the company’s loyalty program and 2X more click-throughs to the site, when compared to a standard video campaign. The Aurora™ HD Video campaigns also drove a 90 percent viewable completion rate, which is over 3X the industry averages reported by Moat.
“We are proud to work with partners like Unilever in the region to help drive awareness, engagement and purchase intent in new and exciting ways on mobile devices,” said Samantha Billingham, Regional Sales Director at AdColony EMEA. “Leveraging the power of creativity and interactive capabilities of our Aurora HD Video technology, these brands created wonderfully immersive experiences that engaged their consumers and delivered powerful results.”
Beyond the strong engagement metrics, Aurora™ HD Video also drove healthy lifts across key brand metrics. A third party study with Research Now found that Aurora™ HD Video resulted in a nearly 3 percent delta lift in purchase intent, which is 3X the average digital campaign lift. The campaigns also drove an increase of over 7 percent in brand favorability (far above the digital benchmark of 0.10 percent delta lift) and brand familiarity was boosted by a delta of 1.79 percent (beating the digital benchmark of 0.20 percent delta lift).
The initial campaigns with Aurora™ HD Video were for Sunsilk, Brooke Bond and Jif where in all three campaigns, AdColony worked directly with the brands and agencies on unique and custom creative concepts. The campaigns allowed consumers to interact with video in a variety of ways, ranging from dragging a slide, tapping a character or colour on the screen, to wiping away dust and debris to better reveal the video in front of them. All three campaigns utilized true interactivity, the advanced Aurora™ HD graphic capabilities to further immerse the viewer.
“Our mobile campaign allowed us to take what had already been a successful TV spot and incorporate a level of interactivity that allowed people to engage with our brand in an entirely new way,” said Samantha Billingham. “The campaign provided measurable results that we are very pleased with, ranging from clicks to loyalty program sign ups. It has been a great indicator of the impact building a unique creative experience can produce.”