Vikas Gulati
Aug 22, 2017

Attention, interaction and experience: currency of quality mobile video advertising

Capturing a viewer's attention can be a stumbling block, but with immersive video components like tactile sensors and life-like graphics, the way forward is clear.

Attention, interaction and experience: currency of quality mobile video advertising

We all know that advertising must grab people’s attention to make a difference for any brand or business.

And today that task is even more difficult. People have more control regarding when, how and where they access information and media. Attention spans are short and fragmented, people are multi-tasking, jumping from one screen to another, and drastically shifting their media habits away from the status quo.

Marketers should be demanding ad formats that not only captivate users, enticing them to lean-in, but also demand that ad tech actually measures attention via viewer interactions. 
A metric like MOAT’s “human, in-view video complete” is probably the closest proxy, yet the missing element is an ad’s ability to measure attention which is only possible via engagement and interaction. 
The industry has long been talking about the need for interactive mobile video. But here is where it gets interesting—not all mobile videos are created equal. 
Most video creatives that are typically referred to as interactive video, are in truth a rich media-like overlay that will most likely drive a user away from the video to a landing page via their mobile web browser. 
Secondly, the size of a video is so large that it takes ages to buffer and load. How is it meant to engage a user or ensure viewability? How is it meant to track user engagement?  
As advertisers around the world have embraced mobile video, making it one of the most important channels of advertising for marketers of all sizes, AdColony’s Aurora™ HD Video seeks to offer some solutions.  
  • In-video interactivity that allows users to touch, tap, tilt, shake or swipe their devices to affect what is happening on the screen
  • Life-like graphics which are usually only possible through CGI and gaming. The HD graphics allow users a realistic viewing experience, like water splashing the screen when a shark vaults over a boat 
  • Ads you can feel that rumble and shake 
  • HD quality and zero buffering so ads load instantly
But retuning to the point we made earlier about attention—how can we know an ad captured a viewer’s attention? 
This is where Aurora’s ability to merge creativity and technology come together to deliver on both brand as well as performance metrics.   
Whether it is touching the screen and unlocking rewards, tilting the phone and allowing a real-time automobile video to make the car on the screen move the way a user wants, tapping on products and adding them to carts, or adding dynamic end cards to avail a voucher or redeem a discount—the possibilities are endless. 
One thing is clear: only a great brand experience can lead to engagement. And only via engagement can you measure whether or not an ad has captured the viewer’s attention. 
This is the foundation of effective advertising.

Vikas Gulati is managing director, APAC at AdColony. He is responsible for leading company’s business operations in the region and strengthen AdColony’s position in the mobile advertising ecosystem. He oversees both brand and performance business, partnership with advertisers, publishers and mobile developers in APAC.

Vikas is an established business leader with 19 years of experience and has a proven track record of building and scaling up digital media, mobile and ad-tech startups in APAC. In 2008, he set up the Asia business for Sprice, a leading online travel search & display network, and now part of Travelport. He has held various leadership roles at ZenithOptimedia/Publicis, managing blue chip brands such as P&G, APB, LVMH, ESPN, LG and many others. Prior to joining AdColony (formerly Opera Mediaworks), he was vice president at, leading mobile advertising exchange for emerging markets.

Vikas is a regular contributor for regional digital publications, is passionate about technology, mobile, innovation and building business in Asia Pacific, and is also seed investor for tech start-ups in APAC.



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