Video Machine Learning Skyrockets Mobile Engagement by 16.8X (Case Study)

Video machine learning technology called KRAKEN skyrockets mobile consumer engagement by 16.8X for the Interstellar Trailer (case study).

COMPANYVideo Machine Learning KRAKEN Social Moms Logo

Social networking for influential moms
SocialMoms began in 2008 as a popular community site for moms looking to build their reach and influence through social networking, traditional media opportunities, and brand sponsorships. It now boasts over 45,000 bloggers, reaches more than 55 million people each month, and has a network of influencers with more than 300 million followers on Twitter.

CHALLENGE

Create engaging mobile digital media campaigns for women 25-49
Video Machine Learning KRAKEN Interstellar PosterSocialMoms brings top brands to millions of women each month. They are responsible for ensuring that each campaign not only reaches the intended audience, but also that it be engaging and meaningful. However, it was challenging to get meaningful audience engagement with video campaigns on their smartphones.

SOLUTION

Responsive visuals optimized for mobile

interstellarkraken1KRAKEN replaces a video’s old, static default thumbnail with a responsive set of “Lead Visuals” taken from the video. It treats each endpoint differently, so it can optimize a movie with one set of visuals for a desktop site and another set of visuals for a mobile site—because people respond differently depending on which device they use for viewing.

RESULT

Maximum lift of 16.8X on mobile for the Interstellar CampaignVideo Machine Learning KRAKEN Interstellar Graph
After KRAKEN’s “Lead Visuals” optimization, engagement via mobile skyrocketed. SocialMoms saw over 16.8X increased engagement compared to the original default thumbnail that was chosen for the desktop site. They also reported higher completion rates when running KRAKEN.

 

Video Machine Learning KRAKEN Jim Calhoun“We’re seeing the highest engagement levels for our customers using InfiniGraph’s KRAKEN powered content.”
– Jim Calhoun COO
SocialMoms

 

 

Download InfiniGraph’s Interstellar Case Study (PDF)

Read our Birdman Case Study

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