Expenditure
in Mobile Video is set to heighten with more inflow of investment. In
2015, a market survey pointed out that 68% of advertisers were
planning to foray into mobile video ads as they top marketing
strategy. The increase in mobile users and internet speed are the
prime factor driving the popularity of mobile videos and hence, for
marketers, mobile video ad is now among the most returning tactics.
However, to make out the most of it, advertisers need to understand
its features in and out. Since the market is competitive, stringent
and insightful strategies would keep an advertiser ahead of others.
Here are some ways to get the best returns from any mobile video ad campaign.
Offer
something in return to users to engage
Users
should be engaged through some direct response through the
advertisement. They must be incentivized and it would bring massive
number of fans into the purview. When they click the video ad, it
should offer them a message or get them to some tangible engagement.
It could redirect to a website or get discounts or coupons. In short,
the video should lead to something beneficial for viewers. Call to
action buttons and invitations to join a group or subscribe a service
are successful to bring up good attention from public.
Keep
in Mind the Bandwidth factor
The
video ad should be always rolled out according to the users’
bandwidth. For example, in a 3G network, it is useless to roll an
Ultra high definition ad since, it would not stream properly. In the
same way, when the network is fast, the video quality should be
better so that the users cannot compare it with other high quality
videos. The new techniques like adaptive bit rate streaming should be
used in videos to make it compatible with diverse range of
bandwidths.
Consider
the built up of the device
Mobile
devices have become highly complex and powerful. The video that are
rolled in such devices must also have adequate features to offer the
best advantage to users. Videos should adapt to the built up of the
device and should customize according to its capabilities. They
should be with social share buttons and other options to engage users
more with the brand. HTML5 VPAID is an effective technology that
helps advertisers to run interactive videos. Also, the format of the
video is important. It should be compatible with the multiple video
players that are used in mobile devices.
Do
not over-customize the Video
Advertisers
should note that although mobile devices are on rise, desktop are
still the primary device to access internet. Hence, user behavior is
mould by desktops and they want the ease and usability offered in
desktop in mobile. Hence, then video should ne oriented according to
that of desktop ads and users must find the similarities in both the
formats. The video on the mobile device should not give out an
impression that it is quite separate from is desktop counterpart.
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