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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.
A study conducted by global mobile video advertising firm Vdopia found that mobile consumption of entertainment-themed media is sharply on the rise. Pulled from the Vdopia Mobile Insights (VMI) Series, which takes a look at brand and consumer behavior across the company's global reach of 330 million people. The number of people who said they looked at entertainment content on their smartphones during a given month went up 28 percent. Purchasing tickets using a mobile device increased 40 percent. Mobile audiences were also twice as likely to click on entertainment ads than those who viewed the spots on a non-smartphone platform. They were 45 percent more likely to remember the ads, compared to 24 percent of those using a regular computer or other non-mobile device.
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If you have a well-rounded content marketing strategy, you reach potential customers through a variety of mediums — online video included. However, the prevalence of mobile devices means that you should consider paying closer attention to how you use mobile video marketing.
When browsing the Internet on the four-inch screen of your smartphone, it’s way easier to watch a video than to read text. People simply love video and when it exists in lieu of something not as easy to view on mobile, viewers will hit that play button.
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First-ever mobile video benchmark study validates mobile video marketing as an effective strategy for making anytime, anywhere connections with consumers.
Video is a proven marketing vehicle for businesses of all shapes and sizes. Scores of small and medium-sized businesses already advertise with YouTube videos and incorporate other video strategies into their marketing efforts.
However, marketers and business owners often perceive mobile video as a mixed bag. Although scores of consumers are using their mobile devices to view video content, smaller screens and the lack of constant WiFi connections have led many to believe that mobile video is a limited impact marketing medium.
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As mobile technology and communication continues to mature, marketers sometimes struggle to keep pace with today's savvy, agile consumer. Many companies (including Facebook) continue to invest heavily in mobile optimization, but others still seem hesitant to seriously consider deep-linking, responsive design, or geolocation. If the ever-increasing email open rates on mobile are any indication, there's never been a more critical time to optimize mobile marketing efforts.
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Video marketing may be a relatively new endeavor for your brand, but you can’t spend too long getting your feet wet. Consumers’ habits have already evolved past desktop viewing, and you need to think about mobile users to reach your most dedicated video audience.
Pixability recently published survey findings showing that people watch around 56 percent of all videos on desktop computers, tuning in on smartphones 27 percent of the time and tablets 14 percent. This kind of a breakdown might be expected given that consumers dedicate more screen time to smartphones than PCs or laptops.
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In the last few years, we’ve seen an explosion of mobile devices, meaning that entrepreneurs and small businesses have whole new fields in which to ply their craft and attract new customers. Innovations are happening on a daily basis with each year allowing for more improvements and new ideas.
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SAN FRANCISCO – A Resolution Media executive at the ad:tech San Francisco 2014 conference dished on why digital log-ins will be key in helping brands and agencies justify mobile video ad spend.
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Apple will be introducing mobile video iAds that will automatically play full-screen video content apps. Today, viewers need to click on a mobile banner to see a mobile video ad within an app accessed viewed either Apple's iPhone or iPad. The new iAds are being described as interstitials that will interrupt the user using the app. Industry analysts speculate that the iAd video will play at transitional moments.
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During Q4 2013, 101 million people viewed video content via a mobile device. According to the latest Nielsen report, the average viewer spent nearly 1 1/2 hours per month consuming mobile video content. This is an increase of 23 percent. Viewers ages 35 to 54 represent the largest group consuming video content on mobile devices.
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Vuclip is a video company focused on bringing video content to mobile devices via a web-only mobile experience instead of through an iOS or Android application. Primarily targeting users in India and other emerging markets, Vuclip offers a freemium model designed to upsell users.
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The mobile video marketing experience can differ from online video marketing in a number of key ways. First, distributing branded video content may necessitate using apps instead of deploying a branded website and links to a YouTube Channel. Some mobile video viewing experiences also have self-imposed functional constraint, including imposing strict content duration lengths, to create a better user experience. Finally, the smaller screen size and data connections make "snacking" the preferred way for viewers to engage with mobile video content.
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Mobile video marketing initiatives increased 86 percent in Q4 2013 compared to Q4 2012 according to a new report from FreeWheel TV. The increase in the number of mobile video ads can be attributed to viewer migration. In particular, ad views for short-form video content grew in double-digits. Video ad views on mobile devices increased to 178 percent for smartphones and 176 percent for tablets in 2013.
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The Off the Grid National Survey, conducted by Public Opinion Strategies and Global Strategy Group on behalf of Google found that political candidates need to shift budget from television to mobile video marketing to reach prospective voters. While nearly $6 billion was spent on television ads for US political candidates in 2012, the study found that 30 percent of voters polled said they do not watch live television except for sporting events. Viewers more frequently watch programming online or they skip ads when watching shows recorded on a DVR.
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The Zumobi Brand Integration Platform for Marketers was launche earlier this week by Seattle-based mobile media and advertising technology company Zumobi. With an eight-year presence in the mobile app space, Zumobi inherently understands the mobile experience. The company launched a mobile video ad format in the Fall of 2013, which provides video inventory in areas that did not previously exist.
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As viewer habits have shifted, mobile video viewing has grown. In some instances, mobile devices now represent the "first screen" for viewing content, displacing television. The convenience of accessing content on the go coupled with the ability to access premium video content are two reasons why mobile video has grown. As consumers continue to access online, brands will need to evolve mobile video marketing efforts.
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Mobile video is a component of Michelob Ultra's "New Year's Evolution" campaign. The initiative is designed to drive viewers to the brand's YouTube channel. Michelob Ultra would like to drive viewers through a series of 15-second videos hosted on YouTube.
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Angry Bird creator Rovio will be introducing a new mobile video ad product in Q2 2014 that will permit in-game video ads. While details are not available, it is believed that game players will be given incentives to view the mobile video marketing content. Spending in the mobile video ad space is expected to grow 81.2 percent in 2014.
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MediaPost's Online Video Insider - Daisy Whitney
New reports from Cisco and Nielsen emphasize the growth of mobile video viewing. By 2018, mobile video traffic is expected to be 14 times larger than today's traffic, comprising 69 percent of the total mobile data traffic worldwide. Nielsen data found that Americans spend 60 hours a week consuming content across digital devices. Most Americans own four digital devices.
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In the United States, Comcast's acquisition of Time Warner Cable signifies the important role that broadband plays, especially in regards to mobile video. The video business is shifting from paid content consumed via cable television to paid content viewed via connected devices.
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SAN FRANCISCO – A Resolution Media executive at the ad:tech San Francisco 2014 conference dished on why digital log-ins will be key in helping brands and agencies justify mobile video ad spend.
Apple will be introducing mobile video iAds that will automatically play full-screen video content apps. Today, viewers need to click on a mobile banner to see a mobile video ad within an app accessed viewed either Apple's iPhone or iPad. The new iAds are being described as interstitials that will interrupt the user using the app. Industry analysts speculate that the iAd video will play at transitional moments.
Vuclip is a video company focused on bringing video content to mobile devices via a web-only mobile experience instead of through an iOS or Android application. Primarily targeting users in India and other emerging markets, Vuclip offers a freemium model designed to upsell users.
In the United States, Comcast's acquisition of Time Warner Cable signifies the important role that broadband plays, especially in regards to mobile video. The video business is shifting from paid content consumed via cable television to paid content viewed via connected devices.