A recent collaboration to promote Sony’s latest Xperia XZ2 mobile phone with video ad platform AdColony has shown some promising results for video engagement rates.
Sony Mobile UK and Mediacom partnered with AdColony for the launch of the Aurora Interactive HD Mobile Video unit for the launch of the Xperia XZ2.
Video engagement rates of the campaign were 78%, which is 25x higher than benchmark engagement rates of standard video campaigns. Meanwhile, a third of these engagements were coming from unique users. Overall, 1.5 million users engaged with the campaign ad.
“Video advertising combined with the power of sight, sound and motion has long been proven as the best method to build awareness for brands,” said Will Dorling, U.K. brand director at AdColony. “Mobile technology now enables brands to layer on unique immersive experiences such as touch and vibration to draw users deeper into the creative.”
The campaign creative featured interactive content to allow gamers to wipe features that were built into the video. Haptic effect further boosted the experience for consumers.
“Sony Mobile UK and Mediacom were excited by the possibilities of interactive video and set a clear, defined brief for an experience designed to excite users,” he added. “Driving the project from its inception, Sony ensured that the final product was considered prior to AdColony building the campaign, allowing us to build the best possible creative execution.”
AdColony added that the campaign also showed an increase in purchase intent of 8.6% and brand recall was 4% higher compared to competitors.