India's appetite for video consumption is on the rise. Among the target audience of the country that they're aimed at, video streaming apps such as Netflix, Hotstar, Sony Liv and Voot are finding more and more users every day. For the rest of them, in whatever way they can access video content, Indian smartphone users are watching a lot more video content on their devices than ever before.
This rise in video content consumption has also brought about another change. Consumers are more receptive to video ads on mobile. In fact, according to an IAMAI IMRB Digital Advertising 2016 report, video has emerged as the fastest growing ad format among all the digital avenues with a year-on-year growth of 173%.
However, with their increasing engagement with video ads, consumers have also become more discerning about these ads. A strong trend that we have seen is their affinity towards opt-in video ads:
- Smartphone consumers actually watch the embedded, opt-in units – Close to 90% of viewers watched the full 30-second video, compared to only 25% when exposed to an interstitial video
- Opt-in ad viewers pay greater attention to the brand – Not only do they watch the ad, but opt-in video ad viewers also spend three times as much time fixated on the brand creative watching the embedded, opt-in ad. There are also eight times more cognitively engaged with the ad
- Embedded, opt-in ads help users remember and understand the message better – Research suggests that opt-in video ad viewers spend 9.5x more time understanding or considering the embedded ad over the interstitial ad unit. This time spent in considering or understanding the ad resulted in 70% of viewers remembering the product and 73% understanding the brand offer, as opposed to 40% and 49% of users, respectively, who experienced interstitial ads
- Embedded, opt-in ad viewers are more motivated – These ads can be highly contextual and those who experienced such a contextual ad unit had a four times higher feeling of motivation according to neurometric measures. Also, 25% said the ads made them want to keep using the app
The ultimate aim with mobile advertising is to provide consumers an ad experience that is contextual and relevant. Opt-in video ads lend perfectly to such an experience. Therefore, if you are going the mobile video ad way to engage your consumers, go one step further, choose opt-in video and you will be well rewarded.