5 things to consider when exploring mobile video advertising opportunities

Online video advertising has experienced tremendous growth in the past few years, so it shouldn’t be surprising that mobile video ads are also surging.

According to eMarketer, while mobile video will account for only 13% of all digital video ad spending this year, it’s growing much faster than desktop-based digital video ad spending. Mobile video’s rate of growth is 112%, while desktop-based digital video is 35%.

If you’re a marketer, are you currently advertising on mobile devices? Is it through video?

Here are five must-know facts to determine whether mobile video advertising fits within your overall advertising strategy.

  1. More people are watching videos on their mobile. eMarketer expects the number of smartphone video viewers to reach 87 million next year, a figure that makes up more than 25% of the total U.S. population. They also expect mobile video to quadruple from this year’s $518 million estimate to about $2.1 billion in 2016.
  2. While TV isn’t going to be replaced anytime soon, as marketers it’s important to understand that mobile video advertising can reinforce and complement TV commercials among consumers. Traditional ad content shouldn’t just be copy and pasted onto a mobile format though. Remember that mobile allows you to speak directly to the consumer, so use it as an opportunity to personalize and connect.  
  3. If you’re looking to place an ad around mobile video, place it at the end.According to the Adobe Digital Index team, by the fourth quarter of 2012, mobile video starts tripled year-over-year. They also found that ads placed at the end of a video have a better CTR when compared to ads placed within or on the front end.
  4. Facebook cited a 54% increase year-over-year in mobile users in its first quarter earnings and that mobile advertising made up about 30% of advertising revenue during the quarter.  So it probably comes as no surprise that Facebook is planning to bring video ads to users’ newsfeeds by July. While it’s unclear how marketers can get their video ads playing on their prospects’ feeds, it’s something to be mindful of in the coming months.
  5. Mobile video users are sharers. According to Rhythm NewMedia, mobile sees higher completion rates and engagement rates than online. In-stream mobile video ads outperform online with an 89% completion rate and they are also 115% more engaging than online. Further, mobile video ads that include social media buttons drive 36%higher engagement.

Although the mobile video ad figures aren’t huge , trending shows steady increases. Advertisers should be ready to explore these opportunities in the coming year and check out these five examples of mobile ads that consumers loved.

Will you consider mobile video advertising in 2013?



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