Mobile video advertising is the star of mobile marketing tech right now. Mobile videos are now even pressing its way into TV video ads. On Device Research released a report in May 2015 in which 90% of respondents watched mobile videos at home, and 53% watched smartphone video at the same time as TV. With the adaption of mobile video in such a seemingly non-mobile place as the home, it’s no wonder that marketer and the media are focusing on the future of mobile video marketing.
Reports from eMarketer suggest that mobile is acquiring more video ad spending in the US than any other digital platform – with an average year-on-year ad spend increase of 22.3% from now to 2019, compared to 7.9% for desktop. But the understanding of and adoption of mobile video advertising still has its problems, and when it comes to metrics and ad placement pricing, some buyers aren’t convinced of mobile videos current ability to hit targeted ROI. Mobile video is indeed a different animal to TV, so we are having a look at what key points to be aware of in terms of using mobile video to better target your audience and achieve better results.
The way viewers interact with television is fundamentally different to mobile. TVs are static, meaning that viewers adjust their lives around the television (such as arranging a time to watch a program or by physically moving to where the TV is to watch it). While television has changed dramatically with various on-demand services, interactive functions and live-recording options, television still offers a more restricted form of interaction than mobile. Therefore, TV ads will tend to be far more one-way, where an ad placement will need to be relevant to and be relevant to the broadest segment of an audience possible.
TV ads still have to be aimed at a much more general viewer, and as such are brilliant at offering brands the chance to broaden visibility. Commercials can also resonate with viewers due to the optimized content in which they are placed, such as the hilarity of this year’s Superbowl ad for Clash of Clans being perfectly timed with the electric atmosphere of the match and the anticipation of the year’s top ads by viewers. But where they fall down is being able to really understand each user and tailoring the right content for that viewer at almost any given time.
Video ads on mobile have the potential for much greater flexibility, and really the marketing industry is only touching the surface. Even with viewers watching videos on their mobile at the predictable times – between 8pm and 11pm according to the On Device Research report – the relationship an individual has between her or his phone and the TV is in some ways much more personal and can therefore offer much more tailored ad displays.
For advertisers, personalization could mean ensuring ad displays avoid repeating the same ads or advertising apps or other products that a viewer already has. Varying ads can be achieved by Whilst a viewer may tolerate or even enjoy a commercial on TV that gets repeated if it provides entertaining content, being repetitious on mobile could damage user experience, because users can expect their devices to adapt to their own user preferences. There is still a wide gap between the potential for personalization on mobile devices and on TV, and it’s important that advertisers understand how user behaviour can affect ad engagement on each platform.
Of course, it is possible that this could all change in the future. Platforms could be set to start working much more closely together. If platforms do start merging or at least operating on similar systems, then both television and mobile could offer extremely tailored advertising services. Imagine, just speculating here, switching on the TV and watching Firefly Season 38, and the TV knows your preferences and what ads you’ve been presented with during the day and has done research into things you’re interested in that have just come out that day. Liam Neeson, who is ageing very well in the not-too-distant future, appears on your screen saying “Hello David, hope you’re having a nice day. I have a very special set of adverts for you today…”