Preface
Even though people consume content on mobile differently than on other mediums, digital ads are still being produced and tested according to the rules of TV or print.
Together with Kantar, Zappi conducted a research study to determine the trends and creative traits that can help advertisers maximize efficiency. We tested 20 video ads across four categories using our consumer insights platform. This paper shares the key takeaways.
In-context ad testing was a critical part of the methodology for this study - research participants would log into their Facebook accounts and be exposed to the test ad content directly...