20th Century Fox is one of the first brands to leverage Tapjoy's new interactive end cards for mobile video ads in a campaign for "War for The Planet of the Apes," according to news announced today and provided to Mobile Marketer in advance.
In the international campaign, a full-length video trailer was followed by an interactive slider, enabling users to swipe up or down to reveal descriptions of the film's main characters. Users could also click out and purchase tickets.
The campaign had an 88% video completion rate and 4% click-through rate to purchase tickets. The CTR rate is 3.5x higher than industry benchmarks for mobile pre-roll video campaigns, per Tapjoy citing Innovid research.
The studio 20th Century Fox was looking to drive both awareness and affinity for the latest entry in its Planet of the Apes franchise. Tapjoy's Interactive End Cards enabled the studio to present a trailer followed by a branded experience intended to bring the film's characters to life in a way that "complements our studio-quality advertising," said Izzy Hedges, EVP of international media at Vizeum, the studio's central media agency, in the press release.
Mobile video advertising has been growing because consumers are spending so much time watching content on their devices, making it a good format for driving awareness and branding objectives. Tapjoy's Interactive End Cards aim to build from there by making the experience more interactive and performance driven.
Tapjoy, which helps marketers reach audiences with in-app ads that offer rewards to consumers for watching and responding to video commercials, provides a selection of ads to urge audiences to swipe, flip, fold, wave and spin their mobile devices to engage with brands and their products. Each end card concludes with a call to action such as making a purchase, visiting a website, downloading an app or following a social media channel.
Tapjoy in May partnered with analytics company Moat to provide independent third-party viewership data. Its testing showed that Tapjoy video ads deliver 98% viewability and 85% completion rates on average, with post-view click-through rates of approximately 3%.
Tapjoy has produced research about the engagement of mobile gamers, including a study this year that gamers say they feel more focused, happier and more engaged on gaming apps than on social networking apps. Consumers are 2.4x more likely to feel bored on social apps than gaming apps, and 60% more likely to feel stressed, its study found.