Mobile key to LATAM video advertising success | Ad Tech | News | Rapid TV News
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After almost a year of research, Google and Zoom Max have published the results of their first video advertising experiment in Latin America: Aeroméxico Unskippable Lab 2016.

aeromexico youtubeThe findings of Google’s global project for branding and communication have been published by the Internet Advertising Bureau (IAB) in Mexico, as the research involves the country’s main airline, Aeroméxico.

By using ads on YouTube and TrueView, Google and Zoom Max found that mobile devices are the main video screen used by Latin Americans, so adverts work better if they are designed for smartphones and tablets. The research also found out that interaction was higher on mobile devices than on any other screen.

In addition, a strong brand presence was found not to be negative if it’s introduced in an attractive and inspiring way, especially if connected to the content being viewed.

The research also points out that video is essential for branding, as 32% of users who had skipped a video ad piece didn’t remembered the brand or the company.

The research also generated the highest view-through-rates in Aeroméxico’s history, 30% higher than the average registered by Mexico’s travel industry.

“Nowadays, brands are able to innovate their stories through digital platforms, increasing user engagement, their response to the ad and their identification with the brand,” said the IAB Mexico note, analysing the findings.