Native Mobile Video Lifts Upper- and Lower-Funnel Metrics - eMarketer

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Native Mobile Video Lifts Upper- and Lower-Funnel Metrics

In-feed mobile video ads lift recall, purchase intent

September 24, 2015

Mobile video is a fast-growing ad format, and many brands are rushing specifically to create video ads for native mobile environments like Facebook or Instagram feeds. Research suggests that viewing such ads improves a variety of metrics, from recall to purchase internet.

Performance Metrics for Mobile Native Video Ads Among US Mobile Users, June 2015 (% of respondents)

In a study conducted by Opera Mediaworks and comScore, a group of US mobile users was shown a mobile native video ad—the kind of ad created specifically for a mobile feed environment.

Advertisers hope to develop creative that’s a “thumb-stopper,” convincing people to stop scrolling long enough to let the sound and motion begin. After viewing such an ad, the mobile users took a survey about the relevant brand or product.

When compared to a control group that hadn’t seen the ad, the mobile users who watched a mobile native video ad were 5 percentage points more likely to want to buy the product. The ads produced a 4-point boost in favorability, a 7-point increase in likelihood to recommend, and a 6-point increase in mobile ad recall.

Video ads on Facebook have proved popular with marketers, and not only on mobile.

eMarketer estimates that US advertisers will spend $2.78 billion this year on mobile video ads on all platforms. US spending on mobile video ads will more than double by 2019.


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