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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.

The Age Of The 3-Second Ad Is Upon Us

| | MediaPost's Mobile Insider - Steve Smith,
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As viewers move to mobile appliances to consume video content, online video ads will move from 15-second to 30-second ads and, instead, will be video clips between 6 to 15 seconds. Mobile video marketing moved into short-form video content due in part to the rapid adoption of the Vine and Instagram video apps. Mobile video marketers do need to take into account both the smaller screen size of smartphones along with ensuring the video's duration is "bite sized" for mobile viewers. Read the full article »

Ad Types Most Effective For Mobile

| | Center for Media Research - Jack Loechner
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DG MediaMind ‘Mobile Performance Benchmarks’found that mobile video ads with polite rich media banners generated a higher video start rate versus expandable content ad units. For mobile video marketing, polite banner videos netted a 3.33 percent engagement rate, while expandable banners generated a 1.51 percent engagement rate. Video ads for retail and electronics brands were the highest performers. Read the full article »

How Warby Parker is getting mobile email right

| | Mobile Marketer - Kari Jensen
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Online retailer Warby Parker his distributing mobile video marketing content as a way to answer customer service questions. Warby Parker created this initiative based on data that showed their customers were not only viewing the retailer's branded video via mobile devices, but that the video content was being shared in a viral capacity. The mobile emails are effective because they are short with the information up front, minimizing the number of steps a customer needs to take to engage with the message. Read the full article »

This Brand Hired a 16-Year-Old to Build Its Following On Snapchat

| | Ad Age | Digital - Cotton Delo
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To reach its core target audience, Wet Seal hired 16-year old vlogger Meghan Hughes for a 2-day Snapshat mobile video marketing campaign. The campaign took place the weekend before Christmas 2013, with Hughes creating a video story of her life using the Snapschat mobile video app. The campaign generated 9,000 new follows and 6,000 total views of the story. Wet Seal only had 2,000 Snapchat followers prior to this mobile video campaign. Read the full article »

AT&T's New "Sponsored Data" Offering Could Make Mobile Video Truly Mobile

| | VideoNuze - Will Richmond
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AT&T's new "Sponsored Data" program could revolutionize mobile video marketing. The Sponsored Data program will have content providers pay for the cost of data consumed when an AT&T subscriber watches video ads or promotional videos instead of having the video views count towards the subscriber's monthly data cap. As mobile become the preferred device for viewing content, Sponsored Data could provide attractive ROIs to marketers. Read the full article »

Mobile Video: Where the Heat Is

| | Advertising Age - Mike Owen
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2013 proved to be a watershed year for mobile video marketing. Mobile video is the fastest growing ad format within the mobile space. Twenty percent of all global online video ad views were generated from mobile devices. The optimal video length for mobile video content is between :15-to-:30-seconds. Mobile video content needs to load within three-seconds or viewers will click away. Read the full article »

Mobile video viewing more than doubles YOY: report

| | Mobile Marketer - Kari Jensen
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Video viewing on mobile devices, including smartphones and tablets, grew 133 percent from September 2012 to September 2013 according to Ooyala's "Q3 2013 Global Video Index." Mobile video marketing has become a key facet of mobile strategies executed by major brands. The reason: the rapid growth of mobile video views. Read the full article »

Video Boom Forces Verizon to Upgrade Network

| | The Wall Street Journal - Ryan Knutson
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Over the past year, Verizon Wireless has invested millions of dollars to upgrade its mobile network. The upgrades were needed due to the sheer amount of mobile video traffic. Due to online video, the wireless download speeds for Verizon's 4G network has dropped as much as 20 percent over the past year in key markets. High-definition videos continued to be streamed by mobile users. Read the full article »

Mobile video to come of age as significant branding strategy in 2014

| | Mobile Marketer - Chantal Tode
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Mobile video marketing is expected to be a key component of digital marketing initiatives in 2014. While 2013 saw the rapid adoption of short-form video content, especially videos created using the Vine and Instagram apps, mobile video ad opportunities will be substantial in 2014. Additionally, consumers are watching more content via mobile devices. Twitter is ramping up mobile video ad inventory, offering advertisers the opportunity to reach 176 million mobile users. Read the full article »

Mobile Video Ads Get Cut Down to Size

| | Digiday - John McDermott
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Many marketers are not interested in creating mobile video marketing spots tailored to run with short-form videos. Mobile video marketing should not be viewed as an extension of online video marketing via desktop devices. Advertisers should be creating videos designed for the mobile experience. Mobile devices, especially smartphones, have smaller screens. Additionally, mobile viewers have shorter attention spans, warranting video ads that are shorter in duration. Read the full article »

Messages from the mobile media frontier

| | N Screen Media - Colin Dixon
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According to Damon Phillips of ESPN, two thirds of smartphone views for the network occur outside of the home. For ESPN mobile video content, viewers can watch up to 15 minutes of video content during one viewing session on a smartphone, while tablet viewers are apt to watch an entire live sporting event. Across the "Mobile Video Rising" panel, participants noted that mobile video content is engaging audiences. Read the full article »

Facebook Videos Now Auto-Play On Mobile, Expect Video Ads Soon

| | TechCrunch - Josh Constine
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Native videos uploaded directly to the Facebook social media site will soon be playing in an auto-play mode when viewed on mobile devices. Auto-play videos mean that the video automatically plays when the video appears in a viewer's Facebook news feed. Based on the latest version of Facebook available to iOS and Android users, the mobile videos expand to full-screen with audio if a viewer taps the video content. Read the full article »

Mobile Video Ushers in a New Era of Marketing for Brands

| | Advertising Age - Will Kassoy
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Mobile video marketing is the new model for brands to engage consumers. More than 87 percent of the time mobile appliance users spend using mobile appliances is within entertainment apps. Mobile video marketing offers a way for brands to reach viewers and measure ROI and effectiveness. Read the full article »

Why Your Mobile Email Marketing Needs Video… Now

| | Mobile Marketing Watch - Michael
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Mobile video marketers need to ensure that video email content is viewable across different devices. According to the results of the 2013 Online Video Marketing Survey and Trends report, only six out of ten marketers use video for mobile email campaigns. Video emails generate, on average, a higher conversion and purchase rate compared to static email content. Read the full article »

Smartphone, Tablet Users Take Video Outside the Home

| | eMarketer
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Video content viewed on smartphones and tablets is more apt to be watched out-of-home according to research from Frank N. Magid Associates for Crackle. One-quarter of Web users said they watched video content on a mobile device for non-home vieweing. While viewers do not wish to pay for the ability to access video content via a mobile device, they are open for ad-supported mobile video content. Read the full article »

How tablets are changing our relationship with TV

| | Videonet - John Moulding
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Fifty-eight percent of adults who use tablets while watching television will use the mobile device to seek further information about programming. This includes searching for items or content related to the TV show. Twenty-seven percent of adults will engage with brands and advertisers associated with a television program while using their mobile device. Read the full article »

Mobile Video’s Next Act: A Q&A with Ujjal Kohli

| | EMA Magazine - Carla Rover /
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Mobile video marketing brings an added advantage of enabling organizations to instantly engage with audiences within a personal experience. Mobile video views are more apt to be watched to completion because the mobile device is able to grab the viewer's full attention because audiences tend to do less multitasking compared to other video viewing situations. Consequently, viewers are more likely to click through on mobile video ads. Read the full article »

ANA/Nielsen: Multiscreen ad spending will make up half of budgets in 3 years

| | BtoB Online
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A joint study conducted by the Association of National Advertisers and the Nielsen Co. found that multiscreen marketing, including mobile video marketing, will increase from 20 percent to 50 percent within the next three years. Eighty-eight percent of respondents said that they believing running campaigns across two or more screens, such as television, desktop computer, tablets, and mobile phones, will be very important. Read the full article »