Ad Infuse<\/strong> has released detailed information about their work with Swisscom<\/strong> on two ad-enable video streaming service pilots. The video channels were launched on Swisscom’s Vodafone Live!<\/strong> portal, and have yielded interesting insight into consumer reaction to mobile video ads and content consumption.<\/p>\n

In June 2007, Swisscom Mobile embarked on a partnership with Ad Infuse to launch mobile ad funded & sponsored video services for the first time in the Swiss market. The video ads were placed in Ad Infuse\u2019s ad network using leading Swiss media buying agencies ActiveMobile<\/strong> (part of Goldbach Media<\/strong>) and Publicis<\/strong>. <\/p>\n

Advertisers included Adidas, McDonalds, Migros, Swiss Airlines, Novartis, Peugeot, Sony Ericsson, Mobiliar, monster.ch, Canon<\/strong> and Opel<\/strong>. <\/p>\n

Two separate channels were launched, with differing levels of ad support.<\/p>\n

The first video channel – “Nur Zum Spass<\/strong>” – provided comedy clips from MoMedia. This service was completely ad-funded; the service was free to the consumer. The clips were from 1 to 3 minutes in length, and a new video was added each day for the first 30 days.<\/p>\n

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The second video channel – “50Rp music videos<\/strong>” – provided music videos at a greatly reduced price. Instead of the typical 3 to 5 CHF price point (\u20ac1.80 to \u20ac3.00), the ad-supported service priced the videos at 0.50 CHF (\u20ac0.30). A catalog of 20 selected music video clips from known international artists like Eminem, Fergie and Jay-Z was provided by Universal. <\/p>\n

\n

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Ad Infuse\u2019s AdInMotion platform was deployed to insert mobile pre- and post-roll video advertisements real time in active streaming video sessions. Since there are three resident languages in Switzerland, the platform was also used to target advertisements based on the customer\u2019s language preference, and also to restrict the number of times a particular ad was seen by a unique user. <\/p>\n

Additionally, targeted WAP banners were published on the music video WAP site to drive customers to Swisscom\u2019s premium services. Stephen Upstone<\/strong>, managing director of European business development for Ad infuse explained, \u201cin order to show return on investment to the advertisers, Ad Infuse also recommends targeting WAP banners around the video campaigns to give a brand response mechanic.”<\/p>\n

Detailed advertisement impression statistics, such as \u201cratio of ads seen\u201d, \u201cunique users\u201d and \u201cdelivered vs. undelivered impressions\u201d were collected. Finally, customer acceptance and brand awareness were measured during the trial period through telephone interviews. <\/p>\n

Results from the Pilot Projects <\/span>
<\/p>\n

The data collected during these pilots revealed several interesting findings.<\/p>\n

Advertisement Consumption: <\/strong>
\n\u2022 90% of the users said they viewed the ads. 52% of the users reportedly viewed the video channels when at home.
\n\u2022 82% of the users viewed the pre-roll ads to the end vs. 67% for the post-roll ads.
\n\u2022 The length of the advertisement proved to be a big factor determining the likelihood of an ad being watched in its entirety. 10 second ads were viewed to the end by 90% of the users, 20 second ads were viewed to the end by 80% of the users, and 40 second ads were viewed to the end by 60% of users. <\/p>\n

Ad Recall and Response<\/strong>
\n\u2022 Depending on the advertisement, recall rates were as high as 29%. The averaging recall rate was 7% for all advertisements.
\n\u2022 WAP banner click-through ratios averaging 8% were recorded, driving customers to Swisscom\u2019s premium services. <\/p>\n

User Profile:<\/strong>
\n\u2022 25% to 30% of the ad funded \u2018Nur zum Spass\u2019 viewers were first time mobile videos users.
\n\u2022 More than 60% of the users aged over 30, and more than 10% of the users aged 55 or older, used the service. These segments tend to have the strongest purchasing power and therefore its very interesting for advertisers to see that mobile video advertising works for these groups.<\/p>\n

Consumer Acceptance: <\/strong>
\n\u2022 More than 80% of the users rated the model of \u2018free video content in return for advertising\u2019 positively. Only 2% of the users did not return to the service because they disliked the ads. <\/p>\n

Bottom line: Effectiveness of Ad-supported Content<\/strong>
\n\u2022 50% of the users claimed they would not have viewed the videos on the ad funded \u201cNur zum Spass\u201d video service if it wasn\u2019t for free.
\n\u2022 A 12-fold increase in uptake of ad sponsored premium music videos relative to the same clips priced at a premium on Swisscom Vodafone Live!.
\n\u2022 An 8-fold increase in uptake of ad funded comedy videos relative to similar premium channels on Swisscom Vodafone Live! portal.
\n\u2022 50% of those who visited the ‘promo\/landing page’ for the ’50Rp music videos’ indeed purchased a clip.
\n\u2022 85% of the music videos published on the ad sponsored \u201c50p Music Video clip\u201d service achieved higher revenue compared to the same video file being published on the premium streaming music video clips service on the Swisscom portal. <\/p>\n

\u201cThrough our successful partnership with Swisscom, we were able to explore the viability of a commercial business model behind ad-funded and sponsored video services,\u201d said Brian Cowley<\/strong>, CEO of Ad Infuse. <\/p>\n

\u201cThis case study is a great endorsement of the consumer acceptance of mobile video advertising,\u201d concluded Upstone.<\/p>\n","protected":false},"excerpt":{"rendered":"

Ad Infuse has released detailed information about their work with Swisscom on two ad-enable video streaming service pilots. The video channels were launched on Swisscom’s Vodafone Live! portal, and have yielded interesting insight into consumer reaction to mobile video ads and content consumption.<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[4],"tags":[],"_links":{"self":[{"href":"http:\/\/www.mobiadnews.com\/index.php?rest_route=\/wp\/v2\/posts\/1538"}],"collection":[{"href":"http:\/\/www.mobiadnews.com\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"http:\/\/www.mobiadnews.com\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"http:\/\/www.mobiadnews.com\/index.php?rest_route=\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"http:\/\/www.mobiadnews.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=1538"}],"version-history":[{"count":0,"href":"http:\/\/www.mobiadnews.com\/index.php?rest_route=\/wp\/v2\/posts\/1538\/revisions"}],"wp:attachment":[{"href":"http:\/\/www.mobiadnews.com\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=1538"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"http:\/\/www.mobiadnews.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=1538"},{"taxonomy":"post_tag","embeddable":true,"href":"http:\/\/www.mobiadnews.com\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=1538"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}