The Campaign

Leveraging the new capabilities of this technology, Disney created a virtual treasure hunt that encouraged consumers to pay attention to the trailer and look for specific items. Consumers were instructed to find three specific items during the film, and when the item appeared during the video, the user could tap their phone to “collect the treasure.” For each treasure found, the consumer was awarded an exclusive piece of video content that was available when the trailer ended. The custom trailer was built around the three “treasures,” to ensure that all three were on the screen long enough that consumers would be able to react and collect them, but not so long that a consumer was guaranteed to automatically get all three (and if they didn’t get them all, they were incentivized to play again). Users experienced haptic effects when a they successfully “collected” a treasure, by means of phone vibrations.

Creative Execution

Aurora™ HD Video is a new type of mobile video format that enables true interactivity with video content in a way never before possible using buffer free technology. We believe it will completely change the way marketers utilize mobile video. Aurora™ HD Video technology is fueled by a combination of advanced technologies that deliver powerful creative capabilities. • Aurora delivers amazing, life-like graphics that look like they are straight out of a movie or video game. These graphics jump out at the viewer during video play and have the freedom to animate across any area of the screen. • Second, Aurora allows for true in-video interactivity. Advertisers can create experiences that ask users to tap, shake, swipe, and tilt to engage with the creative. • Finally, Aurora powers ads that you can feel. Haptic effects will shake and vibrate the user’s device during key moments or when the users interacts. All of these capabilities work together to create memorable experiences that will captivate users and grab their attention.

Goals for this campaign were blown out of the water! Metrics include: - Engagement 46x higher than competitor’s benchmarks * - Viewable Completion Rate - 3x higher than Moat industry benchmarks - Viewability - 2x higher than industry average - Attention Score*: 87.5 out of 100 (confidential) This new, interactive pre-roll unit was 6.6x more interactive that of previous Disney films, highlighting the potential for mobile video experiences in the future. *Innovid’s Q1 benchmarks * The Attention Score strives to provide one score that speaks to the ad’s “stickiness” or ability to grab user attention. It is measured by when and how the average user interacted during the video. (confidential) The campaign was featured in multiple press articles, including Adweek, VentureBeat, The Drum and more, demonstrating the innovative nature of the technology. The film was the highest movie opener of 2017 in Indonesia and best performer of the five-movie saga.

Capturing people’s attention is the foundation of effective advertising. Shockingly, the industry’s most popular video KPIs don’t measure if people are paying attention. MOAT’s “human, in-view video complete” is the closest proxy, but still far from perfect as a user could look away or simply set their phone down when the video ad is playing. The missing element to measure attention is engagement and interaction. We created a new type of mobile video format that enables true interactivity with video content in a way never before possible. We believe it will completely change the way marketers utilize mobile video.