Case Study: U.S. Army achieves 30–50% higher VCR and 20× CTR lift with Brand Networks' Vertical Video

U.S. ARMY - Customer Case Study

BrandNetworks Creative partnered with the U.S. Army to improve performance of a mobile recruitment campaign running vertical video on phone and tablet. The agency’s main challenge was to raise video completion rates (VCR) and click-through rates (CTR) for goarmy.com/team creative across mobile ad formats.

They solved it by using VAST inventory to drive VCR and MRAID inventory to drive CTR, leveraging vertical video across both formats. The vertical video increased VCR by 30–50%, and the combined VAST+MRAID approach produced a 20× lift in CTR.

U.S. Army