Widespread increase in smartphone and tablet adoption along with improving mobile broadband speeds means that consumers are turning more and more to mobile video for entertainment.
Whether it’s on their commute to work, while waiting for an appointment or on when taking a lunch break, a growing number of people in everyday situations have their heads down absorbed in some form of mobile content. This extensive adoption makes mobile video a must have in any marketing mix, opening up new channels and engagement opportunities for brands to deliver targeted and high impact video ads, literally and figuratively right into the hands of the consumer. So how do you go about creating a mobile friendly video marketing campaign?
A recent Clickz article identifies six ways to achieve this.
1. Context is key.
Video ads should be kept contextually relevant to achieve the best results. When we look at the example of a game or app, “a video ad will be most effective at launch than in the middle of use, as it may be seen as detracting from the experience”, writes Adria Saracino.
2. Targeted campaigns.
Target your video marketing campaign to specific types of users as you would any type of advertising, by gathering data, splitting users by geographical region and timing campaigns based on when users will be most receptive to viewing the material.
3. Short and sweet.
The users attention span for mobile video ads is short, so content needs to be short as well, and should look to engage, entertain or inform your audience in that time, without being a full on sales pitch.
4. Distribute Accordingly.
Certainly YouTube is going to be one of the first places you place a video campaign but there are other online avenues for distributing your material which may be more targeted to your audience.
5. High quality video.
Allocate budget to get your video produced professionally to the highest quality you can afford and test the result on as many devices and screens as possible. “You need to make sure the video looks great on a plethora of device types and screen sizes and that it streams without a hitch - especially when dealing with rich media and limited data plans. The importance of this cannot be overemphasized, as the research indicates that even slight buffering can be enough to send viewers packing”, says Saracino.
6. Call to action.
Every video ad should have a clear and easy to access call to action. Whether it’s your campaign landing page URL or links to your social media pages, ultimately you want the user to click through and signup, share or engage with your brand. Do you plan to use mobile video in current or future marketing strategies? Or have you already had success using this channel? Let us know below.