An article on clickz.com lists of tips for companies to create a successful mobile-friendly video marketing campaign.
Consumers spend many hours fixated on their mobile devices. A recent study found that 25 million users stream at least four hours of video per month. Mobile users are able to watch video throughout the day. By 2015, it is predicted that 86 percent of the growing population of smartphone and tablet users will stream videos to these mobile devices.
Marketers are taking advantage of this statistic and are gearing up video advertising campaigns for mobile platforms. Below is a list of ways that a company can create a successful mobile-friendly video marketing campaign.
- Keep it contextually relevant. Not all video ads are equal, and some are sure to do better in different contexts. For instance, while interactive pre-roll ads are among the more effective ad types, they’re about 50 percent more likely to reach completion when paired with premium media than with content in which users are only mildly interested…. When the consumer moves away from media consumption and launches a game or app, a video ad will be most effective at launch than in the middle of use, as it may be seen as detracting from the experience.
- Target specific types of users. Like all advertising, a video marketing campaign should be highly targeted. Unlike all advertising, it is relatively simple to do this in the mobile sphere and it’s even easier to collect data on users based on their reaction to the campaign. The first step, of course, is to gather all relevant demographic and psychographic data. Then add a little geo-targeting into the mix so users are getting the ads most relevant to their region. Don’t forget dayparting, too; just like with traditional advertising, users will be more receptive to ads at different times of the day. A combination of these measures should help users feel video ads are personally relevant.
- Keep it short, packed, and not too sales-y. From a content perspective, the inherent trick in mobile video ads is much the same as that with most online marketing efforts: finding that balance between a fun, engaging video with a high chance of going viral and actually, you know, promoting a business. Keeping it short will help, as will thinking deeply about just what it is your audience wants to see….
- Distribute beyond YouTube. …It’s important not to forget other streaming sites like Vimeo for your more creative efforts, or industry-specific sites. Wherever that video is headed, make sure it’s properly indexed and placed, and that it’s easy to find with keywords in the title, description, and tags.
- Keep the video quality high. …This means not just recording an employee on an iPhone and slapping a shaky, boring video up there. Instead, invest in a professional video production agency with its own set of creatives to get it done right…. Perhaps even more important… is the technical quality of the video itself. You need to make sure the video looks great on a plethora of device types and screen sizes and that it streams without a hitch—especially when dealing with rich media and limited data plans….
- Have clear calls-to-action. Last but not least, all video ads should have a clear call-to-action (CTA), either at the end or throughout, as well as in any accompanying descriptions. This could include social media buttons, a company URL, a link to games that take the viewer deeper into the brand, a newsletter signup, or really anything you can think of. For mobile videos, a link to a company app in the device store will be particularly compelling. Don’t forget to subtly brand the video by placing a company logo at the side or top of the screen.
Another way to optimize mobile-friendly video campaigns is to work through Altitude Digital Partners, a company that helps to monetize and optimize a client’s online display by distributing video content through Visualtising, a customized supply platform.
Follow this link for more information.