Jenny (Xiao) Zhang

Mobile + Video = Winning Digital Marketing

mobile video ads
Location Based Mobile Video Ads will be really powerful
  • In an IDC report from 2013, 79% of U.S. smartphone users have their devices with them 22 hours a day.
  • Not only is smartphone usage fairly consistent at all hours of the day, but engagement rates for those users are nearly identical regardless of the time.
  • More than 70% of social networking time is spent on mobile devices and 90% of time with maps is spent on mobile.
  • 51% of the mobile users prefer local relevant ads.
  • By 2016, 2/3rds of the worlds mobile data traffic will  be video.

Based on the facts above, location based mobile video ads will be really powerful. I recently saw a really cool prototype from JW Player. The prototype has a huge potential to become the future of mobile video ads.

mobile video ads

Try it out yourself at http://www.jwplayer.com/labs/experiments/timeline-interaction/

When you are watching the video, the map and social media feeds are synchronized with the content of the video. If you see a restaurant or a local shop that you are interested, you can directly go to the map and find more information. You can see people’s tweets and pictures about the place. I remembered there was one time I saw a restaurant in a music video and it took me a lot of efforts to find out where it is. I am hoping this prototype become reality in the near future.

To see more innovative prototypes, please check the JW Player Labs and The future of online video panel.

65% of  U.S. marketers plan to increase their mobile ads budgets to account for video. What about you?

Recently I watched a video about Mobile and Video Ads, presented by Brian Lesser, Global CEO, Xaxis; Paul Palmieri, Co-Founder, President and CEO, Millennial Media; Brian O’Kelley, CEO and Co-Founders, AppNexus. There are two things Paul mentioned in the video really stuck in my head:

  • Mobile is the true digital and real advertising.
  • People use things on mobile.

Mobile Super Panel

Users have very different behaviors on mobile and desktop. In desktop, it is more of the browsing experience. We can search and browse information for hours to find a best deal to buy things. But when we are in mobile, we go to apps or do search that will meet our needs immediately.

Since more and more users are spending more time on mobile compared to desktop, marketers should rethink how their marketing campaign can fit the mobile user behavior. The current mobile ads experience has a lot of room to improve. The inventory for mobile ads is still low compared to desktop, especially mobile video ads.

I did an experiment about mobile video ads myself on YouTube. I clicked random videos that YouTube recommended to me in my phone and see what kind of ads were showing. Among the 30 videos I clicked, only six of them showing ads. Among these six mobile video ads, three of them are Bud Light and two are dog food. Unfortunately, I cannot drink beer and I do not have a dog. I guess it makes sense for YouTube to show ads like this to reach large audience. But I am hoping the experience can be more personalized, maybe based on information from history Google search or social media posts.

Marketers have realized that the future of Digital Marketing is mobile video ads and 65% of U.S. marketers plan to increase their mobile ad budgets to account for video. You can find more fun facts about mobile video ads in the infographic below.

I am looking forward to hearing your insights and innovative ideas about mobile video ads and the future of Digital Advertising.

Source:

http://marketingland.com/tablets-vs-smartphones-online-engagement-patterns-present-opportunities-88091 http://marketingland.com/comscore-apps-now-account-half-digital-media-time-89125 http://www.telmetrics.com/mp2p/MP2P_2014_USR2_AdReceptiveness.jpg

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