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Multiscreen Video Best Practices: Understanding the Next Wave of Video Ad Receptivity

Multiscreen Video Best Practices: Understanding the next wave of video ad receptivity

What does it take to make a video ad succeed on a smartphone or a tablet? IAB partnered with Millward Brown Digital and Tremor Video on this “Multiscreen Video Best Practices” research to understand which qualities of mobile video advertising are most important in breaking through to audiences and how these vary across generation. This report features findings from a proprietary advertising study conducted to understand the differential impact of creative length and screen size variables in driving advertising effectiveness.  We examined two ad executions (a :30 and a :10) for three unique digital video campaigns across smartphones, tablets, and desktops.

Selected key findings include:

  • Multiscreen videos need to be branded with smaller mobile screen sizes in mind, as brand logos . . .


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