More and more, publishers, brands and marketing professionals are re-allocating their resources toward mobile marketing. In a short period of time, mobile marketing has advanced into an effective, sophisticated vehicle to share your brand’s message to the masses. One strategy in particular deserves a great amount of attention for its emotional impact, brand recall abilities and stimulation of the senses. Touted as the new-age weapon for marketing success, mobile video may just be the clincher to your marketing needs that you have been searching for.
As television advertising reigned for a half-century as the most optimal solution for brand development, mobile video advertising offers many of the same attributes television offers but with the cultural adaptations to consumers’ behaviours today. Mobile video satisfies the senses stimulation of television ads; sight, sound and emotional impact and the mobile platform brings forth the advantages of interaction, flexibility, captivity and social media affiliation that television ads lacked. These advantages spur mobile video consumption at an alarming rate as shown in the chart below.
Mobile video has taken advertising to a whole new level due to the user interaction capabilities a mobile device brings to the table. In the mobile video format, users are able to respond and interact directly with a brand’s advertisement – deepening user engagement, brand recall and influencing purchasing behaviours. Publishers are now able to build in opportunities within their ads for users to participate in the brand message, whether it may be utilizing the interactive capabilities of a smartphone (i.e. tap to play, click here for more information), participating in discussions in the channels provided, leave feedback or allowing prospective clients to hit the call-to-action button to purchase the product and/or service. Thus, the added interaction and engagement features of a mobile advertisement far surpass the passive viewing of a television advertisement.
Mobile advertising’s flexibility helps to ensure an organization’s brand messages are exposed to their target audience via their personal device – arguably one of consumers most intimate possessions, and on consumers own time – upping the ante of the emotional impact that much more. The intimacy of advertising through the mobile channel, ultimately a form of personalized advertising, has the ability to send a message that resonates with each viewer, leaving a formidable impression.
One of the biggest challenges for marketers working with advertising in the television medium is the task of scheduling ads at an optimal date and time, to ensure target audiences are reached. Optimal scheduling usually comes with a premium price tag. With mobile video advertising, publishers are able to address a number of flaws that traditional advertising faces.
Because of mobile portability, consumers are checking their devices at all hours of the day. A user can be logging on to a mobile application, or accessing their YouTube account at 7PM or 7AM and a publisher’s message would still reach the target users. As an example, you may be a publisher who promotes children’s toys and you decide to partner up with a YouTube channel that has a Family rating. Even if a family-oriented user is watching the YouTube channel at 11PM, they are still being exposed to the ad campaign.
Social Media Affiliation
As today’s mobile movement and social media go hand-in-hand, this partnership has provided an unparalleled opportunity for video ads to go viral. As a testament that social media and mobile video are the future of marketing, we look at YouTube and VEVO for their leadership in this segment.
Google-owned video sharing venue, YouTube, first rolled out their mobile ads campaign in 2010 in response to the increasing mobile traffic to their site. The original ad structure was in the format of static banners at the top of the page, with a flat-fee pricing model. However, this ad structure had its share of flaws. Critics felt that due to the screen size limitations of a mobile device, the banner ads were obstructive and took up much of the screen’s real estate. Furthermore, publishers and content creators on YouTube were unable to generate revenue through advertising sales due to YouTube’s battle against “botting”. Botting is the act of purchasing views to manipulate view counts, in hopes of obtaining a level of traffic that would generate monetary returns. Until YouTube had found a solution to its flawed mobile API to regulate this practice, publishers were ineligible to receive revenue.
In the summer of 2012, in response to the advancement of mobile technology and increasing user adoption - YouTube announced the initiation of mobile ads played within YouTube videos. Similar to viewing videos on YouTube’s main site, viewers are able to skip ads after 5 seconds. The recent facelift to YouTube’s mobile ad structure had also indicated the issues with YouTube’s mobile API were addressed. As 20% of YouTube’s global traffic is coming from a mobile device, a statistic that has tripled since 2011, these changes could not have come at a better time.
Operated by Sony Music Entertainment and Universal Music Group in partnership with Google/YouTube, VEVO is a music video website dedicated to providing, distributing and producing experiences surrounding music videos and video programming. Though users can access the videos via their website, the vast majority of users access the VEVO offerings via their YouTube channel. As YouTube’s most popular channel, VEVO clocked in over 40 billion video views from July 2011 to June 2012.
Unlike other partners on YouTube, VEVO is in charge of all of their own advertising sales, which are at a premium price in comparison to regular YouTube ads, where Google receives a cut of the sales for utilizing the YouTube platform. Like YouTube, VEVO had experienced a large mobile growth, with mobile becoming VEVO’s fastest growing platform with mobile traffic up by 463% from 2011 to 2012.
To sum up, advertising within the mobile video space provides an opportunity for publishers to reach audiences like never before. Mobile video activity, as seen in the statistics provided by leaders YouTube and VEVO, continues to grow with great momentum. The proliferation of mobile video and the movement of advertising within this channel is happening at such a rapid pace, it is no surprise that we see a large increase in publishers vying for YouTube and VEVO’s top spot. If your brand is looking to share a story that resonates with your consumers, mobile video may just be what you need.
Steve Sorge, Alice Luong