Greystripe, a brand-focused mobile ad network and a division of ValueClick, has
seen an increasing number of brand advertisers flock to video.
The mobile video ad units were launched in June 2011. Since then, over 30
brands have run campaigns, delivering over 100 ad creatives throughout the
Greystripe network on iOS, Android and the mobile web.
The demand for mobile video ads has increased significantly in recent months;
Greystripe has already seen a 300 percent increase in the number of campaigns
booked so far in Q4 of 2011 relative to all of Q3 2011.
Universal Pictures and its agency, Ignited, ran a campaign with Greystripe to
drive trailer views and promote the theatrical release of the new film The
Change-Up.
The two-week campaign, targeting men 18-34, generated nearly nine hundred
thousand complete trailer views. A video of the ad displayed on an iPhone can
be seen here. In addition to entertainment, retail, consumer-packaged goods,
insurance and electronics brands have all run mobile video ad campaigns with
Greystripe.
“We are consistently seeing mobile ad dollars flowing to mobile ad digital
as users embrace multiple screens — often using their smartphones and tablets
while watching TV,” said Vikrant Gandhi, senior industry analyst at Frost
& Sullivan.
Greystripe is benefiting from the shift of broadcast advertising budgets into
mobile, driven by the efficiency and effectiveness of reaching the 40 percent
of TV watchers who are on their smartphones and tablets at the same time.
In addition, advertisers are flocking to Greystripe’s video format because of
impressive campaign results. On average, consumers have watched the entire
video ad 50 percent of the time, with click-through-rates of between 1 and 3
percent. This is particularly impressive because users have the option to skip
Greystripe video ads at any time.
Mobile video ads will be the major growth driver for brand advertising spend
in 2012, as traditional broadcast budgets continue to flow into mobile and
online screens,” said Michael Chang, Greystripe
general manager.
Greystripe is well positioned to take advantage of this video-fueled growth
because of a fantastic ad user experience and our ability to serve more
full-screen mobile video ads into premium content than any other mobile ad
network over 1 billion per month,” Chang added.
By Telecomlead.com Team
[email protected]
