Mobile Monday: Campaign Testing, Black Friday Recap, and the Optimal Length of a Video Ad

Dec 06, 2021
By: Ravi Pimplaskar

Every week, Digital Turbine, AdColony, and Fyber are teaming up to give you the latest news and insights in the mobile world. In this edition of Mobile Monday, Digital Turbine explains different campaign objectives and the importance of testing, AdColony takes a look at holiday shopping behaviors, and Fyber shares the ideal video ad length to reach gamers. Learn all about these stories in this week’s Mobile Monday!

What’s in a Campaign?

In the new privacy era, figuring out how to target campaigns appropriately can be tricky. Meta, self-serving as it may be, decided to help CPG companies by publishing a study on the comparison between targeting by demographics versus interest. Not surprisingly, the data showed that both campaign types have a place depending on the goals of a campaign. While demographic campaigns managed to double the reach more than campaigns restricted by interest area, there was no real advantage to either when the reach was comparable.

The final answer points to the importance of managing your entire mobile funnel. While demographics can expand reach, and thus awareness, interest-based campaigns drive a higher purchase intent. So when a marketer is mapping out goals for their campaigns, there is a large importance of understanding what part of the marketing funnel they are looking to fill, which also requires a strong understanding of the true attribution and incrementality of your campaigns. 

It’s impossible for mobile marketers to find a one size fits all solution for their campaigns, which is why testing and trying new methods is the best way to find your optimal mix to manage your whole marketing funnel. Also, this explains why it really doesn’t make much sense to compare demographic campaigns to interest based campaigns in the first place.

Early and Online — Holiday Shopping Trend Shifts

The past holiday weekend brought many deals from Black Friday to Cyber Monday, resulting in consumers splurging in-store and online. Revenue from online shopping hit about $8.9 million this year, as noted in eMarketer. Shopping around this time of year has continued to evolve each year, especially with the global pandemic effecting shopping behaviors in 2020, and this year was no different. 

When thinking of Black Friday, many may picture consumers lining up late Thanksgiving night or early morning on Friday to shop at big stores such as Target or Best Buy, but that is no longer the case. Though in-store shopping was up from last year, traffic dropped by 28% at brick and mortar stores from 2019. Instead, shoppers are looking online to make purchases for the holiday season. In fact, 44% of online purchases from Black Friday were made on smartphones, which is an 11% increase from last year. Even if consumers are not purchasing on mobile, they are using smartphones to browse. Smartphones accounted for 62% of “shopper visits” this year, as consumers continue to utilize their mobile phones when planning purchases. 

The overall trends for this holiday season, that are most likely here to stay, indicate a shift towards shopping online and earlier than usual. With the closure of more brick and mortar stores on Thanksgiving and the increase in shopping capabilities online and on mobile devices, consumers are moving their focus towards these online devices. 

What’s more, shopping for the holiday season has started earlier than ever this year. According to Deloitte, 70% of consumers were shopping for the holidays before the end of October, which is up from 66% in 2020 and 61% in 2019. With these trends indicating that consumers will continue this behavior in the future, brands and advertisers should focus their efforts for holiday shopping on mobile devices and online stores and look to reach consumers as early as October.           

How Many Seconds Should Your Video Ad on Hyper-Casual be?

The magic number is 37 seconds. 

Full-screen video ads that are 37 seconds long, combined with video end cards, are the top-performing ad creatives to reach hyper-casual gamers. That’s one of the key findings in a new study published by Liftoff + Vungle, titled Mobile Game Video Ads Analysis: Optimal Video Lengths and End Cards. This report analyzes performance data and provides creative guidance for mobile game marketers in genres including Social Casino, Strategy, Role Playing, and more.

The hyper-casual business model is built on ‘tap-to-play,’ bite-sized entertainment that appeals to mass audiences looking for quick and exciting breaks to keep their fingers busy during commutes or short breaks. This ‘genre’ also leans on a predominantly in-app ads monetization model. 

Mobile gamers expect ads in between levels, some offer to claim a booster or reward. These ads can vary from game to game, but according to the report, full-screen video ads are the best performing, especially when paired with a follow-up video end card. And to make them even more effective, the data suggests that the magic number of 37 seconds is the optimal amount to maximize impact. With that, try it out and test whether it makes a difference to your results.  

About Mobile Mondays
Mobile Monday examines the latest news, trends, and developments in mobile apps, tech, and advertising. Do you have a story to share for the next Mobile Monday?  

About Fyber
Fyber, part of Digital Turbine’s independent Mobile Growth Platform, develops innovative ad monetization solutions trusted by top mobile game and app publishers. Fyber’s product suite offers publishers a trusted, unconflicted alternative that drives superior results by creating an optimal connection between mobile audiences, top global brands, and mobile-first advertisers across over 40Bn daily ad opportunities. Fyber’s FairBid mediation, Fyber Marketplace, and Offer Wall Edge are all built with performance, scale, and transparency in mind. To dive deeper into how their monetization solutions put app developers first, check out their blog.

About AdColony
AdColony, part of Digital Turbine’s leading independent mobile growth and monetization platform, helps brands, agencies, and apps expand their reach and results with the power of mobile. AdColony is known globally for its award-winning video advertising marketplace, with ad engagement innovations like Instant-Play™, Aurora™ HD Video, Playables, and more. Looking for more insights on apps and mobile games? Find out more on their blog!

Join the Conversation
Have any story ideas for Mobile Monday? Tweet @AdColony. For the latest Digital Turbine mobile news and updates, follow @DigitalTurbine on Twitter, like us on Facebook, or connect on Linkedin.

By Ravi Pimplaskar
Read more by this author