Dive Brief:
- Yahoo's newest case study with Jeep seeks to show how native video ads can propel viewership, as well as boost other key brand metrics.
- In the case study, Jeep achieved a 50% lift in complete view rate over the auto industry average, and a cost-per-completed view 60% lower than the industry average.
- Digital video has grown 35% on desktop and 55% on smartphones in 2015, according to Yahoo.
Dive Insight:
Yahoo used a native video ad campaign created with Jeep as a case study to emphasize that ad format given the rise of digital video, especially on mobile. The study also highlights declining TV viewership, which per Yahoo, has fallen by over six hours each month for the average U.S. viewer.
In a statement about the study, Brad Piggott, vp and industry lead for autos at Yahoo, said, "Jeep has been blazing new trails in the digital ecosystem, and by tapping into native video advertising across screens the brand is increasing both consumer sentiment and purchase intent."
Early this fall Opera MediaWorks and comScore released research on mobile native video ads and found that although the ads did not improve awareness, but did increase other metrics including favorability by 4%, likelihood to recommend by 5%, and purchase intent by 5%.
Piggott told Marketing Dive, "Brands across verticals, including automotive, have a big opportunity to tap into native video advertising -- leveraging sight, sound and motion, along with targeting and content alignment. Ultimately, native video ads are proven to drive viewership, while increasing important brand metrics like favorability, lower funnel activity and purchase intent."