The Florida Lottery saw a lift in brand metrics when it tested mobile-first creative during a holiday season campaign. The lottery and its media agency built a cohesive campaign to run across all paid media channels, including TV and Facebook. For this seasonal campaign and new product launch, the Florida Lottery wanted to ensure that the ads would be thumb-stopping when viewed on mobile devices. Teams followed mobile-first best practices by cutting horizontal TV assets into short-form, vertical videos with a run-time of 15 seconds or less and ensuring that the action was understandable even with sound-off. The measurement strategy included a Brand Lift Study with Meta’s Marketing Science team to test the effectiveness of mobile-first creative.
Pittsburgh 23: Advancing Digital Brand Measurement with Sydney Parker, Meta
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