I could sit here and quote figures about the amount of time that’s spent on mobile vs. TV or desktop, but we only have to look around us to see where consumer eyeballs are moving. This month Pokemon Go swept into our lives, overtaking Tinder downloads within a matter of days, and hot on the heels of Twitter. But what all of these companies have in common is that they are mobile-first and available on the go – giving marketers instant access to a highly engaged audience, on a one-to-one basis, wherever they are.
Mobile video advertising should be an integral part of the marketing mix for brands looking to engage their consumers with meaningful, emotive content. But in a fast-paced industry, with a proliferation of providers and formats, it can be difficult to identify the most effective way to plan a mobile campaign. Follow these steps for the best possible results.
- Choose your format(s)
There are three main types of mobile video ad format, interstitial, pre-roll and native. Different sites will offer different types of video inventory, so by using a range of formats it is possible to reach a wide audience throughout their browsing time. For example, a pre-roll ad could be served while a user watches a music video, a native ad while reading a news article and an interstitial while browsing a gallery of images. Using different types of format also allows brands to offer different types of content or additional interactive elements, making the campaign more diverse.