Take a look at any commuter train carriage and what do you see? That is beyond blank faces dreaming they were on a beach somewhere rather than headed into Waterloo for another fight on the Northern Line into the office, or maybe that’s just me.
Turn to your left or your right and chances are that you will see you are actually sharing your journey with Jon Snow, Don Draper or Walter White as your fellow travellers get their entertainment fix on the way into work on their mobile phone. The explosion of catch up TV apps accounting for at least 32% of non-linear TV viewing and online video services delivering amazing content which sucks you in to watching an entire TV series in one sitting means that we now expect to be entertained wherever we are. Add into the mix a huge leap in the quality (and size) of mobile screens, with phablets account for 21% of all smartphone sales in the first quarter of 2015 and you can understand the leap in watching video on the move and tapping to see more on mobile video ads.
This means that consumers are not only used to watching entertainment on their phones, that in the past would have been restricted to the telly box, but they also expect to be amused, excited and thrilled while on the move.
This presents a huge opportunity for television networks and movie studios to be able to reach audiences where they are and effectively showcase their latest entertainment offering to drive viewers or sales. They already have amazing content and are able to showcase an edited version of this to drive consumers to engage further. You aren’t trying to create a new piece of engaging content but more present something that you know people want to see.
It is much more straight forward to be able to tell your story in a piece of content that will entertain and delight your consumers through video than any other mobile advertising experience. With mobile video ad spend in the US expected to top over $4.4 billion in 2018 and mobile video ads growing almost five-times faster than desktop advertisers are seeing the effectiveness of this as a marketing tool too.
Interestingly it also changes the way we think about evaluating results. Traditionally the way of measuring any mobile, or online campaign for that matter, has been reasonably simple. It’s about how many people feel motivated by what you have shown them to move the curser and click on the ad. When you’re considering video content it isn’t about that click but the inherent viewability of the video content that drives brand metrics; retention, awareness and emotional response. When was the last time you cried at an IAB sticky banner?
People are not only getting used to seeing these kind of ads but also, as long as the content is good, they actually look forward to watching them. With new technologies in the mobile advertising industry, we will see a substantial reach across premium sites and apps for advertisers. New technology and other advances puts the power in the consumers hands to choose what they want to view and how. You just have to get the content right and the rest follows!
By Joy Dean, Head of Partnerships at Widespace.
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