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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.
Twitter's Vine mobile media content creator may cause brands to change the direction of their mobile video marketing strategies. According to the IAB Mobile Marketing Center of Excellence, 92 percent of mobile video viewers share video content via mobile devices.
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The Visual Networking Index (VNI) forecast from Cisco found that video streaming from sites including YouTube, Netflix and Hulu accounted for half of the data consumption on tablets and 45 percent of the consumption on mobile smartphones. Video streaming apps consume more data than any other app category.
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Cisco's 6th Annual Visual Networking Index (VNI) Global Mobile Data Traffic Forecast for 2012-2017 predicts a 13 times increase in mobile data traffic. However, industry analysts cite attempts at US cellular phone companies to move consumers to specific data plans. These plans may thwart the amount of time viewers spend watching mobile video in an out-of-home capacity.
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Most of the mobile Super Bowl video ads did not encourage consumers to further engage with a direct call to action. The Mobile Marketing Association and Session M found that 21 percent of consumers watching a video ad on a mobile device want to be invited to further interact with the brand or organization.
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Tablet sales and tablet usage have a direct impact on media mind and time shares, especially as they pertain to television. TDG predicts that by 2017, tablet owners will view 58 billion hours of video on their devices. Additionally, TDG believes that 65 percent of US households will own a tablet device by 2017.
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A recent web video marketing campaign for Honda Motors generated more shares on mobile devices than on desktops. Honda views this an opportunity to drive engagement via mobile video marketing. The automaker is evaluating engagement in terms of the ratio of views to shares.
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"Mobile Phone Creative Guidelines," released last week by the Mobile Marketing Association (MMA) and the Interactive Advertising Bureau (IAB) seek to provide industry guidelines for mobile ads. Recognizing that mobile marketing is different than interactive marketing, the guidelines aim to provide a unique framework for mobile messaging.
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Kraft's Philadelphia brand cream cheese mobile video marketing content features meals consumers can make at home using the company's products. A new campaign, running within Us Magazine's mobile site, features video ads powered by Kargo.
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Three months after Apple removed the pre-installed YouTube app on the iPhone iOS, the standalone app is now on almost half of all American iPhones according to data from Onavo. This makes the video sharing site the most popular Google app available in the Apple App Store.
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A study conducted by On Device Research for the IAB found that 63 percent of videos viewed on smartphones occur inside the home. In 36 percent of the instances, there is a second screen available to view content but viewers choose to watch on mobile devices.
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Red Bull has launched a mobile video marketing campaign designed to get consumers to think outside of the box. The 2013 World of Red Bull features mobile ads running in the Vevo iPhone application. Social media is also a component of the campaign.
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To increase engagement, mobile video marketing campaigns need to quickly connect with a viewer's attention. With mobile marketing efforts, organizations have to a small amount of time to deliver a message and connect with an audience.
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Citrix believes that mobile data traffic from video content will rise to 60 percent in 2013. Twenty-five percent of YouTube views in 2012 came from mobile devices, according to metrix from Citrix Bytemobile. Viewers of mobile video ads recall spots twice as much as viewers of traditional TV commercials.
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Ninety-two percent of mobile device owners have shared video content according to a November 2012 study from the Interactive Advertising Bureau (IAB). Most viewers are sharing content through social media sites. Sixteen percent of users share mobile video content on a daily basis.
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A new mobile video marketing campaign from Applebee's promotes the casual restaurant chain's new low-calorie meals. Mobile video ads are running inside the Hulu Plus iPhone application. The mobile videos are part of a larger integrated campaign.
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A study from On Device Research found that 92 percent of mobile device users shared video content. Additionally, the study learned that 85 percent of the videos viewed by Americans were short-form content pieces that were under ten minutes in duration.
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According to the MarketingSherpa 2012 Mobile Marketing Benchmark Report, 71 percent of marketers indicated that their mobile marketing budgets would increase. When comparing different content formats, MarketingSherpa found that video content is highly effective in mobile marketing. Most marketers do not include video content because of the difficulties in implementing campaigns.
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Video content is a critical element of integrated marketing campaigns. Fifteen percent of web content is viewed on devices other than computers, according to comScor'es "Brave New Digital World" report. Seventy-one percent of respondents to a MarketingSherpa survey said that mobile marketing budgets will be increasing in 2013.
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One of the most important mobile video marketing trends for 2012 was the evolution of viewer media consumption patterns. Video media consumption now occurs across an array of screens and devices. Android and iPad tablets and smartphones have become essential screens.
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The Mobile Video Diaries report published recently by the IAB and On Device Research found that one-third of viewers are watching video on a mobile device in a room where a second screen is available. Television sets, tablets and computers are considered to be second screen devices.
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