With a new medium comes a new chance to shine. As mobile video takes off, we owe it to ourselves -- as professionals but also as consumers -- to take a hard look at what makes a good digital ad. TV remains the golden standard for many brands. It's not going away. It's actually going everywhere, across every screen. And TV spots can serve as useful inspiration for digital, but only in the right way. In fact, attempting to mimic the TV experience too closely on a mobile device is exactly where a lot of brands go wrong.

Develop creative treatments based on objectives. What assets do you have for mobile use? Which secondary objectives can be leveraged?

After combing through over 300 interactive video campaigns and more deeply examining the results of 20 outliers, we were able to identify trends throughout campaigns that outperformed and underperformed. Millward Brown then tested each individual piece of creative with 150 consumers to gauge their receptiveness to each ad. The five foundations from this research provide some clear and practical tips about how to maximize creative response. We hope this helps brands and agencies to develop great interactive mobile video that really packs a pocket punch.

Previous advertisers include Sky, Economist, MillerCoors, Hyundai, Google, BBC, M&S, Nickelodeon.

Our mission is to bring the certainty of science to the art of brand marketing. We make video advertising work best across all screens — for brands, publishers, and consumers. Download the attachment to find out more!