Jul 27 2015
The Potential of Mobile Video Advertising
Last week, we saw in Denise Brien's blog post, "Mobile Video: Pressing Play with the Cross-Platform Viewer," that when consumers turn to their mobile phone to view online video:
- They are most often at home, watching videos for lean-back entertainment
- Short videos (or "snackable content") are watched most, but there is appetite for longer videos – even on smartphones
- Their overall video enjoyment on the smaller screen is high and on par with their experience on other devices – even for those longer videos.
Ads in mobile video environments should match consumers' primary motivation for viewing content in the first place: to be entertained and informed. However, repurposed TV ads are not doing the trick. Ads in mobile video environments are less liked (28% less than video ads on the computer), perceived as frustrating (60% of mobile video viewers), not relevant (72% of mobile video viewers) and largely viewed as a poor fit (33% less than video ads on the computer)
This is due to the fact that consumers feel inundated by ads in mobile video. They feel like the ads are too long (45% of mobile video viewers), too frequent (62% of mobile video viewers) and that they are seeing the same ads over and over again (75%) of mobile video viewers).
The consumers are right. They are being inundated with the same ads over and over again. Mobile video inventory is fairly limited, there are few advertisers in the space, and those that are advertising in mobile video are predominantly using the same thirty second spot that they use in TV and other digital platforms. This leads to video ads not living up to their potential on the very personal mobile device.
But, there is hope for mobile video advertising. When done correctly, ads in mobile video environments can be persuasive, have strong recall (83% ad recall post-exposure), and positively influence brand perceptions (44% of mobile video viewers learned something new about the brand advertised). Mobile is particularly good for providing new information on products and technology – 32% more effective than video ads on the computer. Additionally, mobile video environments garner greater attention among consumers, even when they are multi-tasking. Greater attention can lead to more effective ads and greater overall advertising efficiency. However, to reap these benefits, advertisers need to keep a few things in mind.
- Create ads that inform and entertain your target audience. One-size does not fit all platforms for video advertising, so creative testing is essential. The bar is simply higher for ads in the more personal mobile environment.
- Manage frequency capping across devices. While this can be difficult in practice without completely unified measurement, being able to plan and cap frequency across devices is critical if the same creative unit is being used. Managing frequency within mobile video environments is a key first step.
- Utilize targeting strategies. Consumers acknowledge the trade-off that to view free content, they have to watch an ad. Still, they want their time to be worthwhile to them. Better behavioral and demographic targeting can help ensure that the ad they are seeing is relevant.
Download AOL's latest infographic, "5 Reasons Why Mobile Video Works."