Narcos Vertical Video Campaign
Created short vertical videos that
lead the way before presenting the user with a motion enhanced rich media end card.
Theme
Feature Launch,
Product Marketing,
Content Strategy
Team
Marketing Department,
Group Account Director,
Creative Director,
Associate Creative Director,
Media Monks and Myself
Tools
Sketch
Illustrator
After Effects
Premiere
Timeline
2 months
April 2020
Have interstitial ads a natural part of the in-app experience.
Appearing within natural breaks in the user’s experience upon the launch of an app. In-app interstitials are full screen experiences, that can not be scrolled past easily. End cards appear at the end of an ad or in between sections of a video ad,
with calls-to-action that allow for better storytelling.
2 very important best practices for Vertical Video:
1. For best results, film content in
portrait mode, rather than
cutting or resizing horizontal video.
2. Add rich media or static end cards to increase
the opportunity for further user engagement
and time spent on the ad unit.
2x more engagement with end cards
How can we create & distribute vertical video at scale globally?
Through the process of creating these interactive ads, I ended up doing a ton of testing on how we can animate these. By creating this generic app as a test to showcase the advertising experience.
This experience was definitely a learn while we develop kind of campaign, with such a short turn around time to deploy testing.
Knowing the outcomes of the testing, I animated these two campaigns with a goal to be as interactive and
engaging as possible without too much visual stimulation.
At InMobi, we’re seeing video campaigns delivering 80% better engagement rates than banner-based ones. It is the best performing format across the board in terms of engagement.
