Interactivity is essential for the future of mobile video ads
Life-like CGI, haptic feedback and zero second load times are all essential if Australia’s mobile video advertisers ever want to keep up with the times writes Tom Simpson, head of growth and programmatic for AdColony APAC.
The measure of a successful mobile advertisement is its ability to cut through today’s over-saturated ad space and capture user attention through interaction. This is an imperative for advertisers in Australia, where digital advertising spend accounted for almost half of the country’s advertising spend in 2016.
And today that task is even more difficult. Audiences have more control regarding when, how and where they access information and media. Attention spans are short and fragmented, people are multi-tasking, jumping from one screen to another, and drastically shifting their media habits away from the status quo.
The industry has long been talking about the need for interactive mobile video. But advertisers need to be aware that not all mobile video advertisements are effective, and to remain cognizant about the factors that contribute to a quality advertising experience.
