By Linda Couto on August 29, 2014
Luxury fashion label Diane von Frustenberg has taken to developing video content in an effort to drive mobile engagement by way of video ads on tablets – which the user can swipe to view without having to exit the website. Luxury Daily asked our very own COO & President, Melody Adhami, for her thoughts on the brand’s strategy to engage more customers.
Melody agreed with the approach saying “Customers are ultimately looking for an interactive, quality experience from the brands they shop with. When it comes to smartphones vs. tablet experience, tablet often wins because brands have been able to best mimic this user journey,”
She rationalized the strategy saying “Given device behaviors and the video length of 30 seconds, it makes sense that DVF choose to incorporate the ad on tablet and a more actionable banner on smartphone.”
Melody also addressed the question of using video ads for mobile; stating that it requires a different approach and to not repurpose traditional television and desktop ads.
Thoughts? Head over to our twitter page and join in on the conversation @plasticmobile