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From mobile first to mobile video first

By Alexis Ng, Marketing manager



The Drum Network article

This content is produced by The Drum Network, a paid-for membership club for CEOs and their agencies who want to share their expertise and grow their business.

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April 12, 2017 | 5 min read

There’s no doubt that we’ve moved into the age of mobile internet: mobile now represents more than 65% of all digital media time, according to comScore, with mobile video content fuelling much of the growth.


Mobile video consumption is the major growth driver of digital screentime.

Between 2010 and 2015, mobile video consumption increased by a whopping 2,084%. By early 2016, 46% of all video plays happened on a mobile device. Experts believe that by 2020, mobile video will account for 75% of all mobile data traffic and many media platforms have improved their mobile video ad formats and capabilities as a result.

For example, Facebook recently updated its audience network service, which helps monetize mobile videos created by companies that advertise on Facebook by placing those videos onto other third-party websites and apps. Mobile-first platform Twitter now allows users to upload and distribute their own mobile video ads via promoted video. This enables them to appear in users’ timelines or appear as pre-roll or mid-roll ads.

Mobile video for branding

One effective strategy for growing brand awareness is using mobile native video advertising. Native video ads blend in with their environment and don’t stick out from the rest of the content around them. As a result, they feel less intrusive to viewers and are therefore more readily consumed.

Facebook has recently started testing a new mid-roll video ad format that will give video advertisers the chance to insert ads after users have watched a video clip for at least 20 seconds.

There are also a number of live video streaming apps that companies can use to stream events, interviews, Q&As and more. Some of the most popular include Facebook Live, Periscope, Livestream and Nom (a food-focused platform). Live streaming video to mobile devices helps personalize your brand and make consumers feel more directly connected to you.

Finally, brand advertisers can use a mobile ad placement service that relies on AI to place video ads where they will be most effective. One of the most popular platforms for programmatic video advertising is LoopMe, which currently handles mobile video ads for companies like Coca-Cola, Apple, and Jaguar (among many others).

Mobile video for direct response

In the 50s, 60s and 70s, filmed advertisments were mainly used by brands to build awareness and were not expected to drive conversions. The launch of infomercials in the 80s catalysed the direct response video commercial trend.

This trend is now being repeated online as direct response advertisers are getting more sophisticated with the use of CTAs and compelling video storytelling. For example, mobile game 'Clash of Kings' effectively reduced mobile app install acquisition cost by repurposing its TVC to mobile video ads and running them using AI-powered predictive technology.

Both Facebook and Twitter allow advertisers to publish mobile app install video ads with a clear CTA (e.g., Install Now).

YouTube’s TrueView Shopping ads allow video ad viewers to click through to a brand’s products and quickly purchase items that are right in front of them on screen. With half of YouTube’s views coming from mobile devices, this direct response interactive ad feature works seamlessly across mobile phones, desktops, and tablets.

If you want to reach your audience where they are spending a majority of their time, it’s essential to jump on the mobile video ad bandwagon. By creating compelling and well-targeted mobile video ads to capture the attention of consumers on the go, you can achieve both brand and direct response goals.

Winner of Facebook’s 2016 Innovator of the Year, ReFUEL4 is the world’s leading data-driven creative platform, delivering creative work from 10,000 global designers backed by predictive AI and automation technology.

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Winner of Facebook's 2016 Innovator of the Year, ReFUEL4 is the world's leading online ad creative management platform. 

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