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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.
Will 2015 be the year of mobile video marketing? Forecasts released by eMarketer indicate that mobile video views will grow 14 percent in 2015, due in part to increased smartphone adoption. Over half of Americans who engage with digital video viewing are expected to watch online video content on mobile device.
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In a boon for mobile video marketing, Facebook has released new enhancements to its mobile app. Facebook mobile apps containing video will now auto-play in a user's News Feed. This feature was introduced due to the searing popularity of video content. Marketers can now purchase Facebook mobile app ads with video content through the Power Editor program.
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Topdeck is launching a mobile video marketing travel show on the Snapchat app. "Topdeck Snaps" is a six-episode program focused on exploring and discovering offbeat travel stories and quirky destinations. The UK-based travel company selected Snapchat to distribute the video content to leverage Snapchat's personal, unguarded and free-flowing user experience.
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PQ Media reports that mobile video viewing is the fastest growing component of all media-consumption. It is important for mobile video marketing to be a part of every organization's marketing mix. Mobile media consumption is expected to grow to 2.96 hours by 2018, which is double 2013's levels of 1.35 hours.
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Marriott believes mobile video marketing applications, such as Snapchat, represent a customer-centric approach to marketing. The international hospitality company is partnering with Sander/Moses Productions to create video content intended for distribution via a number of key mobile video applications. Marriott wants channels that step out of the traditional marketing funnel in which brands control messages distributed to consumers.
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As consumers engage with video content via mobile devices, video blogging and podcasting are growing again in popularity. Brands can reach consumers utilizing these tactics as part of their mobile video marketing strategy. Consumers like to have control over when they will consume content, making video a preferred choice.
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Mobile video marketing is expected to grow 50 percent in 2015. The introduction of new mobile appliances with larger screens is driving the use of mobile video ads. Marketers are discovering that mobile rich media creative does not perform as well as mobile video content.
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A big development in mobile and HTML5 video: the World Wide Web Consortium (W3C) has approved the HTML5 standard. HTML5 was created to move digital content from static to an interactive platform. Additionally, HTML5 offers a seamless video viewing experience regardless of the device being used.
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Video ads are now available on the Instagram social media platform. This new mobile video marketing opportunity will feature a :15-second autoplay video ad. Brands including Disney, Activision, Lancome, Banana Republic, and the CW will be among the initial advertisers. Video has become an increasingly important part to mobile video advertising along with social media marketing.
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App creators should consider using the new video previews available in the Apple iOS 8 App Store. This is a terrific way to utilize mobile video marketing to reach potential users. The video previews will display the first "screenshot" on an app's page and they can be up to :30-seconds in duration. Since the video's duration is short and focused, produce video content that is akin to a :30-second ad yet still conveys a story on how users will utilize the app.
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The most recent State of Mobile Advertising report published by Opera Mediaworks found that, for the first time, 1 in 10 mobile ads delivered in the US are mobile video ads. this is proof that brands are embracing mobile video marketing as a way to engage audiences. Additionally, mobile video content has become a key component of marketing strategies.
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According to the "2014 State of Mobile Advertising" report authored by Mediaworks, mobile video marketing use and Android mobile users are growing. Android devices captured 57.6 percent of mobile video marketing views. Apple iOS devices contributed 30.2 percent of mobile video marketing views.
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Twenty-six percent of video starts occurred on mobile devices during Q2 2014 according to Adobe's Q2 '14 U.S. Digital Video Benchmarks report. Over 13 percent of mobile video starts occurred on smartphones compared to 13 percent on mobile tablets. Only 16.6 percent of mobile video views reached 75 percent of completion, meaning mobile video marketing efforts really need to be impactful to gain viewer attention.
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Research conducted by YuMe and IPG Media Lab found that mobile video marketing is effective because smartphones grab viewer's attention. The device that someone views a video ad may be just as important as the digital ad. Pre-roll video ads viewed on a mobile device were found to be highly attentive by 64 percent of viewers.
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Mobile video marketers now have a new venue for video ads. The Snapchat social network has launched mobile video advertising inventory. The first video ad debuted under Snapchat's "Recent Updates" tab. The :20-second spot is similar in style to online video ads that run on the Facebook and YouTube social media networks.
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The growth of mobile video marketing could be hampered if companies such as Shine Technologies are successful. The Israeli start-up has a service that shows wireless companies how much bandwidth is consumed by advertisers across digital appliances. If adopted, Shine's technology could cause mobile advertising content to be treated in a different manner than standard digital content.
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Fifty-seven percent of marketers do not have defined mobile video marketing objectives according to a new study from Forrester. Marketers need to gauge mobile video marketing effectiveness beyond the number of pageviews. It is imperative to look at the action a user takes after the initial engagement.
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Organizations producing mobile video marketing content may want to take a page out of the gamer handbook when producing video content. Mobile gamers actively create and share videos of gameplay. The gameplay videos entice other gamers to discover new games, mainly through social sharing and word-of-mouth. Gameplay videos are simply videos of a gamer playing the digital game. A similar "behind the scenes" approach can be followed for other video marketing content.
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Mobile data pipelines are widen by 4G networks. This allows consumers to access data-intense activities, such as mobile video marketing content, with greater speeds. Faster data downloads, along with greater device bandwidths and larger devices contribute to the accelerated growth of mobile video marketing opportunities.
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Mobile video marketing will be a dominant digital advertising format over the next ten years. According to a September 2014 study conducted by Harris Interactive for Goo Technologies, 94 percent of respondents said that mobile ads integrated with video content is the most viable ad format. The digital video advertising market is expected to grow 30.4 percent over the next year, reaching $7.77 billion.
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