Dive Brief:

• Mobile native video ads make people more likely to purchase and recommend products, according to research from Opera MediaWorks and comScore.
• The study presented a variety of metrics to one group that viewed a mobile native video ad, and another that did not view the ad.
• Mobile video is growing in popularity, and marketers are creating video ads specifically for native mobile platforms such as Facebook, Instagram and Twitter.

Dive Insight:

Opera MediaWorks and comScore teamed up for research on mobile native video ads with a study pitting reactions to a variety of metrics between two groups: a treatment group that viewed a video ad and a control group that did not view the ad. The ad didn’t improve awareness of the product (both the control and treatment groups reporting equal awareness), but viewing the ad did increase other testing metrics, including: favorability by 4%, likelihood to recommend by 5%, and purchase intent by 5%.

Mobile native video ads are created specifically for mobile feed environments such as Facebook, Instagram and Twitter, and overall video advertising is becoming an attractive channel for marketers. EMarketer predicts U.S. advertisers will spend $2.78 billion on mobile video ads in 2015, with that figure more than doubling by 2019.