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Articles on Mobile Video Marketing and HTML 5 Video Trends

Learn about the latest trends, technologies and best practices when it comes to marketing with mobile video and HTML 5 video, including mobile video advertising, trends in mobile video consumption and production, tips for video encoding for mobile viewers and devices, new mobile video platforms, the impacts of HTML5 video, and articles on driving marketing success with mobile video.

6 Tips for Taking Your Video Ad Content Mobile

| | Young Entrepreneur - Matthew Toren
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Organizations should consider adjusting online video ads for use in mobile video marketing campaigns. Short, to-the-point mobile videos are the most effective in engaging viewers. If the video contains text, it is imperative that the font is readable and can be read without requiring the viewer to scroll. Social video is also an important component to mobile video marketing and social sharing components should be included. Finally, mobile video must be HTML5 in order to reach all viewers. Read the full article »

Lowe's Gives Home Improvement Tips in 6-Second Vines

| | Mashable - Todd Wasserman
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Home improvement retailer Lowe's worked with BBDO and photographer Megan Cignoli to create the "Lowe's Fix in Six" mobile video marketing campaign. Leveraging the Vine app, Lowe's has created six-second home improvement videos designed to spur customers to share in a social video marketing capacity. Read the full article »

Mobile Video: Are Marketers Missing The Boat?

| | MediaPost's Online Video Insider - Neil Perry
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A study conducted by Nielsen in 2012 found that mobile video marketing delivered superior results when compared to both digital video and traditional TV. The study, based on brands within the consumer packaged goods (CPG) category, found that mobile video generates a strong ROI. Marketers should be creating video content specifically for the mobile experience, with the caveat that short-form video may return better results than 3 to 5 minute videos. Read the full article »

For CPGs, Mobile Ads Meet Awareness Goals

| | eMarketer
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Millennial Media, a mobile advertising platform, said that the consumer goods (CPG) mobile ads run on its vertical grew 235 percent between 2011 to 2012. Forty-four percent of CPB advertisers implemented a mobile video marketing component as part of the general mobile advertising campaigns. Most mobile video promotions consist of a post-click campaign action, where the viewer is brought to video content. Read the full article »

Video Most Popular Medium For Mobile Phone Brand Information

| | Online Media Daily - Laurie Sullivan
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The Wireless Shopper Study conducted by Google and Compete found that 79 percent of shoppers who watched an online video ad on their mobile device searched for more information. Thirty eight percent of viewers searched on a mobile device within one week of watching a video on YouTube. Mobile phone users were four times more likely to watch video on their device in 2012 versus 2011. Additionally, 69 percent of mobile video viewers will spend $100 or more on a purchase. Read the full article »

Fox News and WSJ Look to Turn Video Ads Into Mobile Coupons

| | Adweek - Christopher Heine
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A number of media propersites, including Fox News, The Wall Street Journal and Shaw Media, are working with mDialog to create tap-through video ads targeted to smartphone users. Location-based coupons will be served with consumer packaged goods and retailers content that appears on the various media sites. The mobile video spots can be targeted by location and saved to a user's iPhone/iPad Passbook application. Read the full article »

IAB Releases Ad Specifics, Mobile Creative Guidelines

| | Online Media Daily - Mark Walsh
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The "Mobile Phone Creative Guidelines," originally published in January by the Interactive Advertising Bureau (IAB) and Mobile Marketing Association, have been finalized. The document provides creative guidelines for standard and rich media ad units, along with mobile Web and in-app inventory that can be served to mobile devices. Read the full article »

Verizon CEO: 50% of our wireless traffic is video

| | FierceWireless - Sue Marek
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Verizon Communications CEO said that video accounts for 50 percent of Verizon Wireless' network traffic. Mobile video will likely account for two-thirds of all Verizon Wireless traffic by 2017. Verizon believes the investment in LTE 4G technology will spur the increase in video traffic. According to Verizon, 4G streams video whereas 3G can cause videos to buffer. Read the full article »

Second Screening: Yep, Still About The Content

| | MediaPost's MoBlog - Steve Smith
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Nissan's GT Academy sponsorship on Spike TV alerted viewers to complimentary content available on tablets and PCs during key junctions of the program. The campaign, created by Critical Mass, included 60 to 90-second video clips that provided behind the scene footage. This video content was created specifically for the mobile experience and viewers engaged due to specific calls-to-action. Read the full article »

Video content in mobile rich media ads

| | Celtra Company Blog - MATEVŽ KLANJŠEK
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A study based on 150 video ads running in AdCreator found that the average video watch to completion rate was 50 percent. Mobile video marketing campaigns were among the best performing, with 15 percent of viewers interacting with an ad by watching video content. Read the full article »

TV Advertising Keeps Growing as Mobile Boosts Digital Video Spend

| | eMarketer
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Much of digital video advertising's growth can be attributed to mobile video marketing. In 2013, mobile video advertising will account for 12.6 percent of the total digital video ad spending, representing about $520 million. However, mobile video marketing is outpacing online video ad spending 112.4 percent to 35 percent. Analysts predict that by 2017, 29.7 percent of all online video budgets will be allocated towards mobile video marketing. Read the full article »

What Does That Second Screen Mean for Viewers and Advertisers?

| | Adweek - Lucia Moses
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Time Warner MediaLab conducted a series of studies evaluating viewer's multitasking behaviors across multiple devices. Among users with a TV and a computer, 52 percent are somewhat or very likely to use another device while watching television. The multitasking rate rises to 60 percent when a smartphone is added to the mix and it goes to 65 percent with tablet devices. Sixty-four percent of four screen users (television, computer, smartphone, tablet) are likely to engage with social media while watching TV. Read the full article »

Mobile Video And The Revenge Of The Webisodic

| | MediaPost's Mobile Insider - Steve Smith
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Mobile devices may enable digital webisodic programming to become a reality. Publishers are starting to see an increase in the number of viewers accessing content via mobile devices. This includes YouTube videos. Video content creators may begin to tailor programming specifically to mobile devices. Read the full article »

Tide Adds Mobile Video Advertising to Its Campaign Load

| | eMarketer
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Procter & Gamble's Tide laundry detergent's "Show Us Your Colors" sweepstakes used mobile video ads as part of the campaign. For NFL-themed "Show Us Your Colors," mobile video ads were selected to engage consumers. P&G understood that NFL fans relied on mobile devices to stay involved with football. Tide also saw mobile video marketing as a way to be on the cutting edge of marketing and communications. Read the full article »

March Madness Blows Old Mobile Video Records Off The Court

| | Mobile Marketing Daily - Steve Smith
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The first weekend of the 2013 Men's NCAA Men's Basketball tournament saw a 121 percent year-over-year growth in viewers for live mobile video, with 2.6 million unique visitors. Additionally, the share of audience growth on mobile devices increased each day. On the tournament's first day 43 percent of all streams were on mobile devices on the first day of the tournament. By the fourth day, 60 percent of the video streams were on mobile devices. Read the full article »