Videostitial: Adello launches new mobile advertising form

The mobile touchpoint is developing rapidly. In the USA, media usage has been growing exclusively on mobile for four years, with a current growth rate of 67 percent (source: eMarketer). In Switzerland, these figures are even more pronounced; in the 15 - 39 age segment, mobile penetration is over 80 percent. At peak times, the largest Swiss publishers such as 20 Minuten record 90 percent of their total digital usage exclusively from smartphones and tablets. In its latest mobile publication, the independent Swiss authority for Internet usage research "Net-Metrix" reports a traffic growth to over 1.6 billion mobile page impressions over the past 12 months. This corresponds to an annual growth rate of over 85 percent. These figures may be impressive, but they are exceeded once again by the advertising money invested in the mobile touchpoint.

Moving image as a growth driver

Within the mobile media genre, video is the biggest traffic growth driver, which is due to the ever-improving performance of devices, faster wireless connections, and declining subscription costs. Industry leader Zattoo no longer records the majority of Internet TV consumption on the connected TV in the living room or laptop, but on smartphones and tablets. This traffic share is currently 70 percent and growing.

Buzzword "Mobile Video Advertising

It is not only the exploding mobile usage that makes smartphones extremely attractive for video advertising. In addition, the advertising impact is increased enormously thanks to parallel use of the mobile channel: Positive purchase decisions are increased by 72 percent, memorability by 69 percent and willingness to recommend products to others by up to 100 percent (source: Adcolony 2012, Mobile Video Ad Network Rhythm 2012). Until now, the reach potential of video campaigns on the mobile touchpoint was technically very limited. Two hurdles in particular were responsible for this: On the one hand, a "player" that can interpret and play out video file formats is required in the source code for the display of video advertising. Such a player is not available as standard on the high-usage content. On the other hand, it is the mobile operating system (iOS) itself that prevents the video file from starting automatically.

"Videostitial": Pioneer campaign with Freixenet

With the Autostart video-stitial, Adello is expanding its premium rich media innovations for the real time targeting technology "Adctrl" by a strategically important step, according to a statement. The new advertising template fully solves the existing problem and makes it possible for the first time to exploit the full reach potential for mobile video advertising. The partner for the pioneering campaign is Cava producer Freixenet. For the first time, the Spanish brand is bringing its TV spot directly into the daily routine of its target group via publishers such as 20 Minuten, Blick or Newsnet.

In contrast to previous offerings for video advertising, the video-stitial is not limited to the viewport of the moving image alone, but the entire screen is exclusively available for brand communication. This directly benefits the advertising impact; corresponding studies are being planned. All known tracking and targeting options of mobile advertising (geo-location of users, weather, time, end devices, contact frequency control, etc.) can also be applied to the new template of the video-stitial. Vanessa Wimpfheimer, Senior Brand Manager Switzerland and Austria of Freixenet Alpes, sees great potential in the mobile videostitial: "The extension of the high-quality TV spot into the mobile channel is strategically very important for us. However, before the launch of the videostitial, advertising options were limited to standard placements. That is why we are particularly pleased with Adello about the launch of this new type of advertising medium. Initial discussions on this began over a year ago, and the challenges on the technical side were great. We are more than satisfied with the results of the current campaign and, together with Adello, are delighted with the successful work."

The "Videostitial" stands under this link available as a showcase.

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