MOUGINS, France – The biggest opportunity in mobile video advertising lies in interactive ad formats that lead to product purchases, says Angela Steele, CEO at IPG-owned mobile agency Ansible Mobile, during an interview with Beet.TV. “Mobile video can be used not just for awareness but to drive purchase intent and purchases. Video in general is a great awareness tool and with the right ad format, it can be more powerful on mobile when it becomes interactive and takes consumers beyond awareness.”
For now, Ansible Mobile is working with clients on a custom basis on these type of ad formats, but expects to see scale soon, given the opportunity, she tells us.
Ansible Mobile has worked with video ad network YuMe on a number of mobile ad studies including one that revealed that ad context matters more than the device itself. She urges marketers to focus on the environment of the ad first, and the device second. For more insight into trends in mobile video advertising, check out this interview.
Steele was a participant in a panel organized by YuMe Video and hosted by IPG Mediabrands in a private villa in the hills above Cannes.