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.
- Plan the Creative
Once the formats have been decided the creative aspect should be considered. The format used strongly impacts on how the creative should be shaped, particularly with regards to length. For mobile shorter lengths are best but not all formats are the same. Pre-roll or non-skip video ads on mobile should be no longer than 10-15 seconds to avoid irritating the consumer. Skippable formats can be longer but no longer than 20-30s to keep the user’s attention. By planning how the content will be distributed before the creative is finalized the video ad can be adapted to reflect the needs of that distribution channel.
- Think Vertical
Thanks to increasingly large smartphone sizes, more users are viewing video content vertically. Traditionally most video advertising is initially shot for TV horizontally and repurposed for mobile, ending up with two large black bars surrounding the creative when viewed vertically on a smartphone. To provide consumers with an optimum mobile experience consider creating vertical video content for a high impact, visually appealing advert.
- 360 o Video
360 o video is the latest innovation to hit video advertising. This content provides immersive, engaging video content, allowing users to fully interact with a brand. 360o video can be used to deliver a range of experiences, from being backstage at a concert to on a football pitch during the cup final. Mobile is a particularly good medium for 360o content as the device’s gyroscope allows the user to easily ‘move’ around the creative.
- Complement TV
Mobile video advertising is the perfect accompaniment to a TV campaign, delivering highly cost-effective frequency and incremental reach. The MMA’s SMoX research showed mobile should make up 10% of the overall campaign spend, to ensure maximum impact.
- Make it Viewable
Get your money’s worth by ensuring your campaign is being delivered within viewable environments. Viewability on mobile is different to desktop due to the complexities of the landscape (iOS vs Android, in app vs mobile web) and it’s worth getting up to speed with the latest MRC viewability guidelines. By partnering with an independent verification agency it is possible to track the viewability rate and ensure your campaign is being seen.
- Be Brand Safe
As with any advertising campaign, it is important to ensure your mobile video ad is being delivered within brand safe environments. Always work with a reputable ad tech company and partner with a third party to verify where your campaign is being delivered and that all traffic comes from a human source.
- Identify your audience with data
The advantage of all digital advertising is how data can be captured and used to improve brand’s understanding of their audience. A user’s browsing history, their demographics and particularly their historic location data all help build a picture and identify which brands would be the most interesting to that individual. By using data effectively users receive ads which are relevant and advertisers reach the most valuable consumers for their brand.
- Artificial Intelligence
By using artificial intelligence (AI) brands can make their mobile video advertising campaigns deliver better results. AI works by analyzing data about each individual user in real time to determine how likely they are to engage with a specific advert at that exact moment. The ad is only served to the user if the probability of an engagement is highly likely, improving campaign results by an average of 100%. Artificial intelligence also improves the mobile video experience for the user as they are only served ads which are interesting and relevant, in the moment they are happiest to engage.
- Metrics & Measurement
There are a variety of ways to measure the effectiveness of mobile video advertising campaigns, with views, completed views or CTR proving the most popular. The difficulty often appears when comparing different formats as they will deliver different results. For example, where non-skippable and skippable pre-roll formats are compared. An average completion rate for a non-skip format will be around 80% while 40% is a good result for a skippable pre-roll format. Whilst campaign metrics are a useful indicator of performance what is more important is the impact that the campaign will have had on brand metrics such as purchase intent or footfall in store, so where possible ask for a brand study to evaluate the overall effectiveness of the campaign.
By following these 10 steps, from campaign inception to evaluation it’s possible to deliver a superbly effective mobile video advertising campaign.