Consumers are increasingly using their mobile
phones to work and play, and brands and retailers are responding to this
behavior with mobile advertisements.
According to eMarketer, in 2016,
mobile advertisers spent $46 billion on ads. More than half of that money, $24 billion, was allocated to
unseen browser ads. Consumers are spending 90% of their time on their mobile
devices in apps, which means that browser-based campaigns are going unnoticed.
In addition, mobile video has been proven to deliver more than 10 times the
engagement of banner ads.
To get the most return out of their mobile
video ad campaigns, retailers and brands should be adding "end cards"
into their video experiences that capture consumers’ attention and persuades
them to take action. The following are ideas for getting the most out of mobile
video ads with end cards.
Why are end cards important?
End cards give the viewer something to do after
seeing an advertisement. From an advertiser’s perspective, end cards provide a templated
yet customizable rich-media experience for greater engagement. In fact,
according to InMobi data, interactive end cards following a 15-second video
drive up to 9x engagement over static banner ads. End cards are a way to
increase engagement and keep viewers attentive until the very last second.
If you’re considering using this advertising
method, the following are ideas for getting the most out of mobile video ads
with end cards.
Write engaging copy and include special
Your end card copy may include enticing
language and a special offer only for mobile ad viewers. For example, you could
provide a limited-time discount code or access to behind-the-scenes video of
how your product is manufactured. Make it clear that the offer is going to
expire soon to encourage consumers to take action.
Choose two-to-three calls to action max
You do not want to overwhelm the viewer,
especially because he or she cannot do too much on a mobile device. The
call-to-action should be distinct and easy to take advantage of via a mobile
phone, tablet or watch. Do not complicate your offering with too many possible
Make sure button and copy match device
Your call-to-action button needs to be big and
clickable, and your copy should be easy to read on a mobile device. Don’t
replicate your desktop call-to-action if it cannot be completed on the go.
Instead, choose something that is mobile-friendly like, “Find your nearest
restaurant/ATM/store/deal.” When users click, they should be taken to another
link within the mobile app experience or to a mobile-responsive website.
Capture a mobile lead on the move
Since you’re trying to gain information from a
mobile lead, make it simple for him or her to provide data and fill out a form.
Place a maximum of two fields on your form and only ask for easy information
like name and email or name and phone number. Additionally, take advantage of a
mobile device’s unique features: the camera, the gyroscope, etc. A
You can further extend engagement with a series
of videos: If users have shown interest, give them more of the content they
love! Adding additional video clips can maximize your media performance and
extend your 15-second spot into minutes of users’ attention.
Understand the Key Performance Indicator you
want to track
Once you’ve created your end cards and
integrated them into your mobile video advertisements, track how well they are
working and whether or not you are reaching your KPI goals. For instance, you
could look at how often users are clicking the deep links within your ad and
the links that take them out of the app. You could measure how many leads you
capture with your forms and if people are watching your entire video ads as
Getting started with engaging mobile video
ad end cards
Are you interested in creating
attention-grabbing end cards? Find out more about
InMobi’s Ad Formats services today.