Without even noticing, we’ve been going through a silent revolution in the way we go online. According to eMarketer, exactly two years ago, mobile has surpassed desktop in the number of users. Now, a second revolution is on its way with video viewing virtually exploding on mobile devices. Social media platforms such as Facebook and Snapchat are leading the trend with enhanced video capabilities. The mobile video trend is being fueled with high octane by improved mobile network access and technology and a decrease in device costs.
YouTube claims that at current budgets, online video delivers 50% higher ROI than TV advertising. The first quarter of 2017 has demonstrated that mobile video ads will continue to dominate the market.
Just look around and you will see that mobile video has been getting a lot of attention from advertisers and publishers who are leveraging opportunities in this space. We’re here to help you “be in the know” to make the most of mobile video in 2017.
So fasten your seatbelts, here are some tips that will help you boost your mobile video advertising:
Video dominates, Go vertical
As consumers move to mobile, it comes without saying that the video ads need to be vertical. More and more content creators are making videos for mobile environments and are leveraging vertical as the standard format for mobile screens. The picture we see is very clear: mobile video is becoming the fastest growing ad category. Snapchat’s widely successful IPO and 2 billion daily video views is another push for vertical video becoming the top new format in the industry. Publishers and advertisers alike increase engagement and demand with vertical video.
Time for Location-based mobile
Demographic targeting is not enough to get the most out of campaign performance. Location targeting allows you to perform contextual targeting by inferring base locations (home, office) or locations around points-of-interest (POI) and displaying only relevant ads. With mobile devices carried at all times, marketers today have the advantage of knowing where consumers are at any given moment. You can deliver ads that are more relevant by taking advantage of the consumer’s physical location such as a gas station, grocery store or fashion venue. And as consumers use their devices on the go to watch video content, the opportunity to engage them with targeted video ads is only increasing. Learn more about the exponential growth in location-based mobile video ads through our latest video index.
The road ahead is mobile programmatic
Are you ready to take advantage of the opportunities in programmatic for better interactions and conversions? According to eMarketer, mobile will represent nearly 75% of all programmatic ad spending while desktop will account for about 25% by 2017. Programmatic is a sophisticated, data-led approach to marketing that proves to be a more efficient way to trade allows you to effectively target users across a wide range of ad formats and devices as well as track performance. Rich ad formats, the ability to purchase digital ad inventory and use of real-time data come together to improve targeting and measurement.
Mobile measurement & attribution is on the rise
We are hearing more and more about how advertisers are demanding more effective measurement and attribution for marketing campaigns. As users use multiple devices, measuring campaigns across networks and formats can be used for cross-device targeting. Among other metrics, viewability is one good way to measure whether an ad loaded and was delivered to its expected target. This is where you can take advantage of data-driven analytics to help connect a consumer’s mobile footprint to his offline and online buying behavior.
It’s a mobile-first world. Deliver high-impact video experiences across mobile, stay in tune with trending topics on the web and communicate strong calls to action so you can continue to take advantage of video ads shaping the online ecosystem.
Ready to get started with Mobile video ads or want to learn more? talk to us!