With High Rates of Engagement and Time Spent in Mobile Skyrocketing, Marketers Now Can Get Significant ROI from Mobile Video Advertising
Mobile video ad spend is on fire increasing 112% this year and is projected to grow 78% in 2014. Making mobile video the fast growing segment in the digital video space. There are few key factors driving this growth including:
High Engagement: Mobile Video is a highly engaging form of advertising. Data from DG MediaMind shows that average CTR for in-stream video ads was 1.11% which is much higher than its mobile banner ad counterpart with a CTR of 0.88%.
Consumer Time Spent: Consumers are spending more and more time on their smartphones and less time watching TV. With time spent watching video on mobile almost equal to time spent watching video online.
Popularity of Wifi and High End Devices: The growing popularity of high end devices coupled with the proliferation of Wifi at cafes, workplaces, hotel lobbies and other public places greatly increase the speed and availability of video ready mobile inventory.
Given the rapid increase mobile video advertising. Here are four tips to help you get the most out of mobile video ads.
Mix Full Screen Display and Video In the Same Buy to Increase Engagement
Combining display into the campaign helps drive additional engagement. While videos generally see low click-through rates on mobile, the combination of the two can significantly drive up the CTR on the display. Consumers who have already experienced the brand through the video, are now preconditioned to click on a full-screen ad for the same brand, from that campaign.
Add Custom Buttons to Capture Feedback and Extend an Interactive Experience
Use rich media tools to add custom buttons to video campaigns to extend performance. Calls to action such as “Tap to share on Facebook,” “Tap to download from iTunes” or “Tap to view website” can extend the interactive experience of the campaign and increase virality. This brand response approach to mobile video advertising adds dimension and provides additional opportunities to scale campaign reach.
Keep in Mind the Screen Size of Mobile Devices
Because of the small size of mobile screens, you have to ensure your video ad is crisp and clear. You don’t want consumers struggling to make out what your video is showing. If you do use text, ensure the text is easily legible and stands out from the video. It should catch the users eye. While repurposing video from television spots is popular, they don’t always translate. Be sure to view your video on a mobile device to test. The ideal scenario is to have the video edited with small screen sizes in mind.
Mobile Video Format Options
Interstitials are by far the most popular mobile video format. Video specific sites and apps like Youtube and Hulu offer their PC style pre and mid roll format. On tablet, the performance of pre and mid roll ads is very similar to what one would see on the PC. But scale is limited. Interstitials, or full screen mobile ads have a lot more scale and is a good option for entertainment products, movie and TV launches, where delivery at scale is ultimately more important than the granularity of audience targeting.
Leverage Social Media
Social media is a great way to increase virality and extend reach. Beyond the standard 15 and 30 second spot, the tools to create simple, high-quality videos are now available on all smartphones. Platforms like Vine and Instagram have transformed photo and video sharing, making it nearly ubiquitous. Innovative brands and marketers have been able to leverage these new channels, like Airbnb who used Vine exclusively to create an extremely creative 30 second spot.
Follow Up your Video with Engaging Content
Once you have the users’ attention and you need to ensure the content you have after the click is engaging. Whether it’s a great blog post, game, or discount coupon, you want to ensure the users will engage with the brand as much as possible. If you do not have great content after the click, you’ve lost an opportunity for deep engagement with a consumer, who was well on their way to becoming a customer. That is something no marketer can afford.