An evaluation of mobile video ads on engagement rates: Evidence from a fashion retailer in Abuja, Nigeria.
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Background of the study
Mobile video ads have gained prominence as an engaging medium for capturing consumer attention, especially in visually driven industries like fashion. This study evaluates how a fashion retailer in Abuja utilizes mobile video ads to drive engagement rates. Mobile video ads offer dynamic and immersive content that can showcase products effectively, tell brand stories, and evoke emotional responses. These ads are designed to be short, impactful, and optimized for mobile viewing, ensuring they capture viewers’ attention even on smaller screens (Okoro, 2023). Research indicates that mobile video ads can lead to higher engagement metrics, such as click-through rates, shares, and conversion rates, compared to static ads. However, challenges such as production costs, ad fatigue, and varying user preferences may affect overall ad performance. This study will analyze engagement data, including view duration and interaction rates, to assess the effectiveness of mobile video ads in enhancing consumer engagement for a fashion retailer in Abuja (Adeniyi, 2024; Chinwe, 2025).
Statement of the problem
Fashion retailers in Abuja encounter challenges in maximizing consumer engagement through mobile video ads due to issues such as high production costs, ad fatigue, and inconsistent message delivery. Despite investing in mobile video advertising, the retailer struggles with low engagement rates that undermine the overall impact of its campaigns. This study aims to identify the factors that contribute to these challenges and evaluate the effectiveness of mobile video ads in driving consumer engagement (Okoro, 2023; Adeniyi, 2024).
Objectives of the study:
To evaluate the impact of mobile video ads on engagement rates.
To identify challenges in creating effective mobile video content.
To recommend strategies for improving mobile video ad performance.
Research questions:
How do mobile video ads influence consumer engagement?
What factors limit the effectiveness of mobile video ads?
What improvements can enhance ad engagement?
Significance of the study
This study is significant as it provides insights into the optimization of mobile video ads to boost consumer engagement for fashion retailers in Abuja. The findings will guide marketers in developing more effective video ad strategies, ultimately enhancing brand interaction and conversion rates. (Chinwe, 2025)
Scope and limitations of the study:
The study is limited to a single fashion retailer in Abuja and focuses solely on mobile video ads, excluding other forms of digital advertising.
Definitions of terms:
Mobile Video Ads: Video advertisements optimized for mobile devices.
Engagement Rates: Metrics that measure consumer interaction with ad content.
Fashion Retailer: A business that sells clothing and accessories.
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