Video is now a major method of communication between businesses and consumers over mobile. Wifi and other forms of video streaming has exploded in the last 10 years and more and more people are engaging with the video ad platform which is gaining moment with more viewers than ever logging on. By 2020 revenue from video advertising will have increased by $3billion. Over the same period growth for advertising on mobile is astonishingly set to grow by over $5 billion according to Business Insider and interactive advertising bureau. Mobile advertising has gained traction and momentum among marketers. However, viewers all consume video in different ways.
As a method of communication, video is a powerful tool and can communicate a message clearly and dramatically. Video adverts can be optimized based on CPV (click per view) to maximize CPV, marketers can tweak ads and improve them, adjust bids and disengage other campaign restrictions as well as expand target audience.
Video advertising has also been gathering traction among marketers who want to maximize their return on their investment. When video is created and uploaded to the platform to promote products and services on various channels like YouTube the marketers can monitor the response and success of the video ad campaign. Clickthrough’s and viewer reactions can be measured, and the video advertising tweaked to optimize the video experience.
There is now a movement towards ‘content everywhere’ at any time on any device. However, according to Mobile Marketer 78% of people say they block ads on mobile because they find them more intrusive than on other devices so much so, that 75% have installed ad blockers as a result.
80% say that they would reconsider that decision if the advert gave them a choice. So it follows that if marketers provide an optimized experience then this reduces the uptake of ad blockers. Optimizing for mobiles must involve features which should use features which adapt the mobile phone architecture and content consumption.
Mobile video users want consistent performance and uninterrupted video viewing. If a video is slow in buffering and doesn’t hold a viewer’s attention. According to Cisco visual network indexing, video has since 2016 exceeded 70% of mobile data traffic (Global mobile data forecast 2011-2016). There is no one single silver bullet which can provide the solution for video optimization. So, a combination of measures should be used which include:
The option of having video play in a vertical aspect ratio would also optimise consumer experience. This would help to ensure that viewers see more of the screen and would stop the aspect ratio being reduced when the phone is held vertically.
Many adverts are designed for small screens, but most mobile devices have considerably smaller screens. It’s important therefore to take account of this as fine details within the video can get lost on smaller screens. It’s important for advertisers to ensure that video branding is optimized from the outset and that messages are communicated clearly from the moment the video plays.
One of the best ways to do this is to optimize screen size. It’s important to know that the screens of mobile devices are dramatically smaller than desktop screens 1024×768 in comparison with android screens of 480×320. The truth is that if users visit a site which isn’t mobile friendly, 50% of them will not return. 34% according to GoogleThinkResearch said they’d visit a competitors site instead.
Mobile video advertising is now a mainstream platform and advertisers should treat it as such and consider that multiple viewing screens will be used by users to consume video. Being aware of how consumers view video will enable marketers to optimize their video advertising offering.
With video ads set to increase in popularity in the coming years, it is essential for marketers to understand that the viewing experience on mobile is vastly different to that of desktop. It’s also important to understand that mobile is becoming the primary way to consume video and the main device through which users access the internet. Mobile users need fast clear accessible information which is easy to navigate.
Quick wins from mobile optimization are to keep it simple, keep it quick, be finger friendly, keep navigation simple, design for visibility, make it seamless and ensure a clear Call to Action is added. If your video is mobile friendly first, there’s a high likelihood more people will see it on mobile than on desktop because mobile really is the go to platform for viewing videos. If marketers remember this key point they will certainly be targeting the mobile audience.
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