• About Us
    • New York
  • Work
  • Capabilities
  • Careers
  • Technology
  • Blog
  • Contact Us
  • About Us
    • New York
  • Work
  • Capabilities
  • Careers
  • Technology
  • Blog
  • Contact Us
May 26, 2016

Mobile Video :: Keys to Success

Posted by Nick Weeks
Source: https://farm8.staticflickr.com/7452/10104822523_5967a80150_o_d.jpg

Source: https://farm8.staticflickr.com/7452/10104822523_5967a80150_o_d.jpg

Back in March, I had the opportunity to attend The Near Frontier of Mobile Video conference in San Francisco. The conference was hosted by Google, and had both agency and client leaders speaking about their experiences with mobile video campaigns. The conversation started with a broad overview of the current landscape, and then dove deeper into the data by looking at the effectiveness of mobile video campaigns and consumer behavior. While most mobile conferences start by emphasizing that we’re now in the “Golden Age” of mobile, the fact is that we’ve already been there over the past few years. Now, let’s take a moment to outline some of the high level takeaways and keys to success you can use for your next mobile video campaign.

The Highlights

  • 73% of people have their phones with them at all times
  • Smartphones are the #1 device people use to consume entertainment, pop culture, beauty/fashion, and music
  • YouTube has over a billion users (about 1/3 of all people on the Internet) and more than half of YouTube’s views come from mobile
  • The number of hours people spend watching videos on their mobile devices is up 100% YoY

So with all of that being said, how can we make sure that we’re getting the most out of our mobile video ads?

Keys to Success

  • Content is key
    • As with all advertising, good creative goes a long way. Understand your target audience and tell the appropriate story.  Engage your audience and avoid becoming the video they’re simply waiting to skip. Don’t focus on selling a product or service if it doesn’t make sense to do so in the context of a mobile video.
  • Keep it fresh
    • Don’t continue to use the same creative for long periods of time. Try rolling out updates with your creative in phases to tell an overarching story.  If that’s not an option, consider different cuts with varying lengths to keep things from becoming stale.
  • Video length matters
    • While there’s no perfect formula for the appropriate video length, it’s important to study the data you receive after a campaign has run. If your audience is only sticking around through the first 12 seconds of your 30 second video, consider shortening the length and see if the completion rate increases.
  • Stay innovative
    • With mobile devices becoming more advanced each year, our advertising capabilities continue to increase as well. Consider using haptic feedback to appeal to a physical connection with your audience, 360 degree video, or even integrating your video with VR device capabilities.

There’s no one size fits all strategy for every mobile video ad, but by following the above guidelines you can ensure your campaigns are on the right track. After all, we are in the “Golden Age” of mobile video, right?

Advertisingconferencesdigital advertisingGoogle+innovationmobilemobile adsmobile videovideoyoutube
Previous
Next

Latest White Papers

  • Shifting Plans for 2020 & Beyond
  • Game On: How Brands Can Log Into A Diverse Multi-Billion Dollar Industry
  • What CCPA Means For Brands
  • How Google is Improving Consumer Data Privacy
  • Ways to Prepare for the Cookieless Future
  • See all White Papers

Featured Posts

  • Ad Age Names PMG #1 Best Place to Work in 2021
  • Hindsight 2020 & Looking Ahead to 2021
  • Preparing for Streaming’s Growth & The Future of TV Buying
  • MediaPost Names PMG Independent Agency of the Year
  • PMG Client Portfolio Trends During Amazon Prime Day 2020

Categories

  • Consumer Insights
  • Content
  • Creative Design
  • Data Analytics
  • Development
  • Digital TV & Video
  • Ecommerce
  • Industry News
  • Local
  • Mobile
  • Paid Search
  • PMG Culture
  • Programmatic & Display
  • SEO
  • Social Media
  • Structured Data
Fort Worth

2845 West 7th Street
Fort Worth, TX 76107

Dallas

3102 Oak Lawn Avenue
Suite 650
Dallas, TX 75219

Austin

823 Congress Avenue
Suite 800
Austin, TX 78701

London

33 Broadwick Street
London
W1F 0DQ

New York

120 East 23rd Street
New York, NY 10010

Get in touch

(817) 420 9970
info@pmg.com

Subscribe to the PMG Newsletter
© 2021 PMG Worldwide, LLC, All Rights Reserved
  • Contact
  • Privacy Policy
 Tweet
 Share
 Tweet
 Share
 Tweet
 Share
 LinkedIn
We and our partners use cookies to personalize content, analyze traffic, and deliver ads. By using our website, you agree to the use of cookies as described in our Cookie Policy.