MobileFuse, the mobile-first advertising company and leader in brand-focused media solutions, today unveiled Mindset Video, a mobile video advertising platform. Mindset Video contextualizes location-based data to better understand the user mindset and optimize ads based on viewers real-time behaviors – and for the company, it comes down to “receptive moments.”
Mindset Video pulls granular location data down to the square meter and infuses it with environmental data, including the time of day, weather conditions, local event information and census information. By taking this circumstantial data into account, advertisers gain a holistic view into the user mindset; making it possible to deliver video ads to the most receptive, appropriate audience. For example, a user sitting at the airport after finding out his/her flight is delayed would more likely be interested in an ad for beer, rather than an airline.
Video is a strong, emotional medium that provides a richer, more interactive experience for viewers,” said Ken Harlan, CEO of MobileFuse. “Harnessing the ability to connect with audiences when they are in the right mindset elevates the power of video to the next level. With Mindset Video, brands and agencies can spend advertising dollars more efficiently by confidently targeting the right audience at the right time and directly impacting their bottom line.”
Mobile video advertising has grown rapidly, with U.S. advertising agencies and marketers spending roughly $1.5 billion on mobile video ads in 2014. The industry is projected to jump to more than $6 billion by 2018. Nielsen reports that mobile video ads are nearly four times more effective in driving purchase intent, as compared to traditional television ads.