Jun 1 2016
Make it Mobile First
We’ve opened up our three-step strategy to help advertisers simplify your video investments for 2016. In part one, you learned the benefits of open partnerships to set a foundation for video success no matter the innovation to come. Then, you took the consumer perceptive to find out what they want from video programs and ads. And finally, the last step is all about the medium of choice for today’s viewers - mobile.
“As things keep evolving and new formats keep emerging we have to understand the user behavior in that format and fit the video into that and not take the tv ad and then put it in that space, because it’s not going to work.”
- Daniel Laprea Digital Marketing Consultant, Allstate
When it comes to watching online video, viewers are grabbing whichever device is closest to them. Their choice is all about convenience, not the perceived optimal viewing experience. More and more often today, that device of choice is mobile. Mobile video traffic accounted for 55% of total mobile data traffic in 2015, and by 2020, 75% of the world’s mobile data traffic will be video-driven.1
After many false starts with the “year of mobile,” advertisers are now taking notice and prioritizing the device within their cross-platform media campaigns - or even testing mobile only. In fact, 44% of global buyers claimed they increased their mobile video budgets --11 points higher than the year before.2
But while mobile spend is increasing, advertisers are still testing and learning best practices on the device, leaving much room for improvement. An aspect of mobile video advertising marketers tend to evaluate first is the optimal length of the mobile video ad. However, though aided recall is impacted by ad length, deeper brand metrics like affinity and purchase intent don’t vary significantly from 5 to 15 to 30 seconds units.3
Instead of length, advertising should focus on the quality of the ad creative. Similar to the video content they expect, consumers want mobile ads that are high quality. In fact, 47% agree “an ad for my favorite brand/product would catch my attention if it had simple, high quality pictures & design.” They also want mobile ads that and provide them with some type of benefit, like entertain them (45%), make them laugh (35%), and inform them (33%).3
However, high quality and valuable ads for mobile aren’t the same as ads made for TV or desktop. Though it might be seemingly cost effective upfront, TV or desktop ads repurposed and shrunken down for mobile aren’t the right fit for the mobile screen. Instead, advertisers will benefit by taking advantage of the unique nature and interactivity of the device. In fact, interactive ad units drive 16% greater recall than general ads.3
By adapting to the benefits of the device and understanding audience preferences, advertisers will build mobile video campaigns on a foundation of success now that can impact results into the future.
1 Cisco, Visual Networking Index: Global Mobile Data Traffic Forecast Update, 2015–2020 White Paper, 2016
2 AOL "2015 State of the Video Industry,” October 2015
3 AOL, Video Creative Best Practices, April 2016