January 25, 2008
Mobile Ad Funded & Supported Video
Date:June, 2007
Company:
Swisscom Mobile and Ad Infuse
Background:
In June 2007, Swisscom Mobile and Ad Infuse formed a partnership to launch mobile ad funded & sponsored video services for the first time in the Swiss market. Local and international brands were given the opportunity to learn the impact of the mobile video channels on brand awareness and reach. The video ads were placed in Ad Infuse’s ad network using leading Swiss media buying agencies ActiveMobile )part of Goldbach Media) and Publicis.
Advertisers participating included Adidas, Gesunheitförderung Schweiz, HUG, McDonalds, Migros, Migros Bank, Swiss Airlines, Novartis, Peugeot, Sony Ericsson, Mobiliar, monster.ch, Canon and Opel. Additionally Swisscom campaigns such as Napster Mobile, 100 Sek. Tagesschau, 1811, and Beck & Bondi were shown.
Objectives:
- Measure brand awareness via mobile video channels
- Measure customer acceptance of mobile video ads
- Test “best practices” for mobile video ads
- Identify audience profiles and measure advertiser reach
- Investigate viability of commercial business model for ad funded and ad sponsored video services
Solution:
Swisscom launched two ad enabled streaming video channels on their Vodafone Live! portal under “Video und Bilder” to all customers with an EDGE or 3G handset that supported streaming. Ad Infuse’s adInMotion™ platform was deployed to insert mobile pre- and post-roll video advertisements real time in active streaming video sessions. Since there are three resident languages in Switzerland, Ad Infuse’s adInMotion platform was also used to target advertisements based on the customer’s language preference. The adInMotion platform was also used to restrict the number of times a particular ad was seen by a unique user. Detailed advertisement impression statistics, such as “ratio of ad seen”, “unique users” and “delivered vs. undelivered impressions” were displayed real time on a per unique advertisement basis by Ad Infuse’s adInTouch™ online advertiser toolset. Lastly, customer acceptance and brand awareness were measured during the trial period via telephony interviews.
Swisscom launched two ad enabled streaming video channels on their Vodafone Live! portal under “Video und Bilder” to all customers with an EDGE or 3G handset that supported streaming. Ad Infuse’s adInMotion™ platform was deployed to insert mobile pre- and post-roll video advertisements real time in active streaming video sessions. Since there are three resident languages in Switzerland, Ad Infuse’s adInMotion platform was also used to target advertisements based on the customer’s language preference. The adInMotion platform was also used to restrict the number of times a particular ad was seen by a unique user. Detailed advertisement impression statistics, such as “ratio of ad seen”, “unique users” and “delivered vs. undelivered impressions” were displayed real time on a per unique advertisement basis by Ad Infuse’s adInTouch™ online advertiser toolset. Lastly, customer acceptance and brand awareness were measured during the trial period via telephony interviews.
Result Highlights:
For detailed results and to view or download the complete case study, please visit: http://www.adinfuse.com
