Twitter UK: #MobileBrains - The drivers of thumb-stopping with mobile video

Twitter UK, a news and social networking brand, used a combination of neuroscience and behavioural analysis to test video ads through Twitter users' mobile feeds.

Synopsis

In 2016 time spent on the mobile web surpassed desktop/laptop. Mobile video ad spend is the fastest growing medium and is predicted to double between now and 2020. However, the industry seems to be playing catch-up with little depth in knowledge in how to create effective video ads for mobile.

We partnered with media agency powerhouse Omnicom Media Group in the UK to explore the way that video is consumed on a mobile and to uncover the drivers of thumb-stopping, i.e. what works for brands in this environment.

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