Video advertising is nothing new in the world of mobile marketing. However, mobile video is about to go even further in 2016. With a bevy of new options to present your video content, we are poised to see mobile video advertising grow bigger than ever before. So how do you, the innovative mobile marketer, tap into the beast known as video advertising?
Mobile Video Through 2015
Before we dive into predictions, let’s revisit the success of this marketing tactic. According to Ericsson’s latest Mobility Report, consumers use far more data for video than for any other application. Mobile data traffic in Q3 of 2015 was 65 percent higher than in Q3 2014, which was largely driven by increased video consumption on mobile devices. Mobile video is quite the successful fiend but, how are businesses using it to their advantage?
The obvious Goliath is in-app commercials for video and music streaming services. YouTube owns nearly 20% share of digital video ads with 50% of website traffic coming from mobile viewers. It is a similar story for other streaming giants such as Spotify and Hulu. Users are enjoying these services while on-the-go, whether from their smartphone or tablet.
Another aspect of video is the use of text messaging for driving views. Businesses build a mobile database and share exclusive content through either a dedicated & private URL or in an MMS message. The customer database gets early access to the newest video content and rejoices.
Where is Mobile Video Heading in 2016?
Mobile video ad spend is projected to reach $6 billion dollars by 2018 (TechCrunch). So when it comes to video content, making it mobile accessible is no longer a nice-to0have, but a necessity. The number of channels for creating and distributing video has grown, which makes it even easier for you, the business. Everything from new applications such as MyTape, to new features on existing platforms like the new Facebook live video option and Instagram’s sponsored video posts, is all indicative of a rapidly growing video landscape.
This growth means that a simple video won’t cut it anymore. Not only will video content be engaging, but the way in which that content is delivered matters as well. Being conscientious of your customer demographic is crucial to selecting the right channel. Take time to do the research, find your audience, and understand how they want to consume videos.
The business landscape is saturated with mobile video ads, so great content is still king. Finding new ways to engage your customers is the only way you can let your business’s brand shine through. Yes, a video is traditionally one way but, it can also be engaging. Make more enticing videos in 2016 that are about your audience, rather than shouting information. Create content with interactive components or utilizing the popular 360 degree viewing.
Predictions for Mobile Video in 2016
1. As technology for mobile video evolves, so should your mobile marketing strategies. Explore different approaches to use video as a marketing tool.
2. Don’t lose sight of your content. There is no need to reinvent the wheel but, a strong story or interactivity could mean higher customer engagement.