THE INTERACTIVE EFFECT:
A Key to Surviving in the Attention Economy of a Mobile-First World
Source: MAGNA GLOBAL December 2016 US Forecast
93%
77%
72%
64%
57%
50%
44%
38%
33%
7%
23%
28%
36%
43%
50%
56%
62%
67%
2013
2014
2015
2016
2017 E
2018 E
2019 E
2020 E
2021 E
% Share for PC
% Share for Mobile
2
MOBILE WILL ACCOUNT FOR LARGE AMOUNT OF GROWTH
Growth accounted for by device
% of Total Digital Video Growth
1st iPhone released
1st Expandable Ad 1st Android released
1st Interstitial Ad
We’ve moved from banners to video.
Smartphones now have advanced features to understand the context of a consumer and their environment. This has opened up the opportunity for advanced tech integrations within advertising.
Growth in rich media ad campaigns
Proximity marketing takes off
Globally, mobile users surpass desktop users
2006
2014
2008
2009
2010
2011
2012
2013
2007
2015
2016
2017
3
Rise of VR/AR ad marketing
Sponsored stories added to Facebook feeds
1st Cached Video Ad
1st mobile ads are served
NEW TECHNOLOGY = NEW OPPORTUNITIES
"Mobile is intimate; video is engaging. As the digital world es less a proxy for our ‘real’ world, and es the ‘real world’ itself, interactivity can anic connections between viewers and branded messages, especially in a mobile-first world. It is ing clearer that interactivity
is the future of mobile video.”
Chad Stoller
EVP, Global Chief Innovation Officer Universal McCann
5
WE DECIDED TO EXPLORE INTERACTIVE VIDEO ADS
Can interactive ads actually increase the amount of time consumers spend with the brand?
Can interactive ads drive brand KPIs?
If so, are there best practices marketers should follow to optimize mobile interactive ads?
WE WENT TO GREAT LENGTHS!
Enhanced design
Built a custom app in order to track interactions within realistic media experience
Experimental design to ensure confidence in results
Tested many different interaction types in a scientifically controlled environme
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