Ad Infuse, Swisscom announce ad pilot results

Mobile advertising solutions provider Ad Infuse announced findings derived from its pilot advertising program with Swiss mobile operator Swisscom. Ad Infuse and Swisscom launched two ad-enabled streaming video channels on the carrier's Vodafone live! portal: Nur zum Spass, an ad-funded channel with free comedy videos, and Musik Videos für 50 Rappen, an ad-sponsored channel with premium music videos from acts including Eminem and Jay-Z. Ad Infuse deployed its adInMotion platform to insert real-time, language targeted pre- and post-roll video ads in active mobile streaming video sessions. In addition, it placed WAP banners on the WAP service pages.

Following the pilot, AdInfuse conducted a consumer survey, and announced the following results:

• Up to a third of subscribers were first-time consumers of mobile video.
• 82 percent of users viewed the pre-roll ad to the end, versus 67 percent for the post-roll ads.
• Depending on the advertisement, recall rates were as high as 29 percent.
• WAP banner click-through rates averaged 8 percent, driving customers to Swisscom's premium services.
• More than 80 percent of the users favorably rated an ad-subsidized video content model.
• 50 percent of the users claimed they would not have viewed Nur zum Spass videos if the service was not free.
• 85 percent of the on Musik Videos für 50 Rappen clips service achieved higher revenue compared to the same video file published on Swisscom's premium streaming music video service

"This case study is a great endorsement of the consumer acceptance of mobile video advertising," said Ad Infuse managing director of European business development Stephen Upstone in a prepared statement. "We are really excited by the ad effectiveness witnessed by brands and the strong results that we saw for click-through response on WAP banners associated with the video ads featured."

For more on the Ad Infuse/Swisscom pilot:
- read this release

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