Mobile Video: The Best Way to Gain Attention Online
Today, more than ever, people demand immediate information and want to be entertained at the same time. So what better medium is there than mobile video advertising for marketers to resonate with their audience? With the advent of large data packages and prolific Wi-Fi, consumers are watching video regardless of whether they are in their home, at the office, or on the go.
Digital video is, by far, the fastest growing area of mobile advertising. In fact, according to Cisco, by 2019, digital and mobile video will represent 80% of all internet traffic! This is largely due to millennials’ copious content consumption on mobile and a general trend toward snacking on mobile. Consumers have become insatiable multitaskers and are finding it increasingly difficult to focus on just one thing at a time. That’s why they are watching TV and interacting with it on their laptops simultaneously, thus creating a virtual omnichannel tug-of-war.
There are many reasons why an advertiser should consider mobile video advertising. One is the decreased cost of making short-form videos. It probably will not cost as much as you might think. Because of the short form required for mobile video, a long production is simply not necessary to produce results. Most mobile videos are only 30 seconds or less. Many prefer a 15-second format. It was Vine that first turned us on to 6-second videos and now these micro-videos are proving to be extremely effective for advertisers. Because of the short length, brands need to spotlight the top message immediately in the video or it will lose consumer interest quickly.
With mobile video advertising, results are instant, with high engagement, and tap-throughs to make purchases may happen immediately. After all, if somebody is tapping on a video, they are already significantly engaged with the video presentation itself, and they are far more likely to be interested in converting.
There are, however, some things that a video advertiser should look out for. Chances are that when a customer sees a video ad once, he will not bother to watch it again, so there is no need to keep serving videos to the same consumers. Booking the best time slot is also important; try reaching people with video in the evening or during lunchtime when they are less conflicted. A working professional or student isn’t going to watch a long video when they are busiest, which is normally during the day.
Video works great on mobile for awareness, branding, and calls to action. It helps tell the story of the company in its most entertaining format. The moving image is an effective marketing approach for businesses of all sizes and in all verticals, and it should be a top priority for every heady marketer.
Consumers are inherently lazy. they do not want to read; they want to be entertained. Video advertising on mobile is a great way to engage your customer and get them to buy.
Want to learn more about mobile video advertising, read this other post “5 Important Reasons to Use Video in Your Marketing.”