Mobile video ad spending and viewership is on the rise with no signs of slowing down or stopping. Content makers, publishers, and advertisers alike are finding new ways to engage mobile users with both short-form and long-form content. Seems like an interesting notion considering that mobile devices can either be for “snackable” or easily digestible pieces of content (case in point: the smartphone with its handheld screen.) One would think with the ever decreasing attention spans we all have and with the smaller screens that aren’t exactly ideal for watching content due to technical limitations, videos accessed through a mobile device won’t garner as much views as from a desktop or TV. Well, the facts say otherwise:
“Mobile shoppers are 3x as likely to view a video than desktop shoppers” – OnlineVideo.Net 2013
“Mobile video traffic was 53 percent of all mobile traffic by the end of 2013″ – Cisco
Twenty-five percent of viewing time of streaming video on tablets is spent with content more than 60 minutes long. – CMO.com
Consumers are 27 times more likely to click through online video ads than standard banners. – CMO.com
“92% of mobile consumers share video clips. Out of that 92%, humorous short clips (66%) and music videos (52%) are the most likely to be shared” – Internet Advertising Bureau
This is just another step in the mobile revolution. We aren’t just messaging more and playing more games. We are taking our media on the go with us! So as a marketer, what can you learn from this information to make video a winning strategy for your marketing?
Mobile marketing is a challenge already as the industry is constantly in flux with so many players coming in and/or being acquired with addition to program costs being all over the map. Mobile video advertising units certainly aren’t as cheap as mobile banners but they perform so much better. And since people so clearly spend a considerable amount of time watching mobile video, this is a great tool to develop as you build out a brand and community. We’ll go over best practices in a later post but let’s start a conversation. Do you use video for your marketing efforts? What are some of your favorite video ads?
Let me know in the comments below.