Mobile video content is set to show a 50% growth in the next 5 years. Gone are the early days of mobile advertising, when the simple banner-ad was the most effective way to advertise to mobile users. Technology has moved ahead with more advanced creatives to generate leads, such as the use of video integrated into rich media.
Yes, video has become an increasingly popular and successful method for advertisers to capture their audience’s imagine and result in a hot lead. One of our key focuses as a mobile specific DSP is to continually develop our offering to advertisers, ensuring that they can get the most from both their creative and effective placement via RTB. So how is video best implemented, and how can advertisers ensure they are using it correctly?
Timing is all
First of all, the timing has to be right. If you’re a lager brand advertising at a time when the football is on, video can be a great way to go the extra mile to appeal to your audience. Video’s aren’t like banner-ad’s that users tend to have little or no say in choosing to participate with; if a user watches a mobile video ad, then it’s likely that they will have actively chosen to do so. Capitalise on that by tapping into the hot topics at a time that makes a video ad relevant, up-to-date and connects with the user on an extended level.
Then remember, displaying a mobile video ad is likely to cost more per click, or per impression. To ensure a video campaign reaches optimum efficiency in terms of reach and cost, use a RTB platform that can target users by a variety of determining factors such as location, device and time. Getting the timing right of a mobile video ad can be the difference between success and failure.
Get it together
Bringing it all together is key. Social media is inherently mobile with consumers accessing and updating all of their sites via mobile. So video can be an ideal driver for social media interaction, with users being re-directed to a YouTube or Facebook page where the video is displayed. This allows the message to be powerfully communicated through more than one channel, increasing the chance of a lead.
By using mobile to its advantage, more brands are realising that the channel is part of a holistic, multichannel strategy.
Content is king
You’ve heard this one before, but there is substance behind it – Content really is King. It’s the same with all mobile ads, including banners – the content strategy has to be proficient to garner real interest from the consumer, and ultimately grab their attention for a lead or sale. Whereas banner ads are one dimensional, mobile video ads can take several forms, allowing for further scope when it comes to creative.
The four primary categories of mobile video ads are:
- In-stream video – The most popular option. These ads appear before videos clips or as ‘traditional’ ad breaks whilst watching content on mobile devices.
- Interactive pre-roll video/ interstitial video/ pre-app video – Many different names, but the same principle. These are independent of an existing video experience. For example, displayed when launching a programme or app, between stages of a game, or at a change of screen.
- In-banner video – This ad is rare, but effective. The video plays within the banner itself, it therefore ‘pushes’ the content onto the mobile user. If the viewer taps the video, the ad gets larger and will enable audio.
- Tap-to video – This is another popular option. A display ad that prompts users to click on a video, that takes them to a specific location to view, often with options for click-to-call or other methods of contact.
Choose your category, and tailor your creative content to match. Effective RTB will ensure it reaches the desired audience. When I look at how further advanced mobile advertising has become from the simplistic days of banner ads, video is likely to become an increasingly important factor for brands looking to advertise via mobile.