In the last Trends blog, we explored 3 types of highly engaging video. Moving into Part 2, we discuss how users are watching video. Increasingly, mobile is becoming the go-to device for video; and ads are popping up everywhere- streaming sites, social media, sidebars, and more. Let’s take a look at some numbers.
As phones have become smarter and smarter, the desire for video streaming on cell phones has grown. When Apple launched the iPhone 6, the company even chose to offer Plus sizes: larger screens for better video play. Consumers like to do everything a computer or TV can do on their cell phones, and it’s becoming easier than ever.
Globally, consumers watch an average of 19.7 minutes of mobile video per day, compared to 16 min for fixed devices (desktops and TVs). By 2018, the mobile figure is expected to grow to 33.4 min daily. Clearly, mobile is becoming the preferred video medium.
Consumers are also paying better attention to video when they watch it on mobile. 53% give their full attention to mobile video, compared to 28% when watching TV. So your message is better received on a mobile device. From better retention to a wider audience, mobile is becoming king.
US digital video advertising spend is expected to jump from $9.9 billion in 2016 to $28.1 billion by 2020. The earliest adopters of digital video ads were YouTube and major TV networks. The other social networks have only relatively recently began to reap the benefits of video ads. Facebook began selling autoplay ads in 2014, and now trails only YouTube in platforms marketers plan to invest video in. This puts Facebook ahead of many major TV providers in digital ads, including ABC, ESPN, NBC, and Hulu. The intent to invest is for good reason; Facebook sees 8 billion video views daily.
Spend is fastest growing on mobile. Mobile video advertising grew 26% between the last quarter of 2015 and first quarter of 2016; and a whopping 122% in the year 2015. Stated earlier, mobile holds attention better than other devices, so your ads receive more attention than they would otherwise. Additionally, 68% of mobile ads are not skippable, making it more difficult for viewers to breeze through your message. We mentioned in our previous blog that mobile content is extremely shareable, but what about social?
Because of its inherent nature, social ads are easily the most shareable; entertaining ads can be shared instantly, and the social platforms place the ads in a native context, which improves the ad’s chances of being watched. Many of the ads are also based off the user’s indicated interests and demographics, so ads are more targeted to a user’s wants and needs.
For best conversion, keep your video ads brief and focused. You need to quickly grab the viewer’s attention, especially when he or she can skip after 5 seconds. To quickly catch attention, use eye-catching imagery within the first 3 seconds of the video. If your video is going to be on Facebook, the quick grab for attention still applies, but you have an additional challenge: the videos often autoplay on silent; this means your content needs to be compelling with or without sound. Because of how little time you have to hold a viewer’s attention, include calls-to-action (CTAs) early in the video. Another tip is that video ads focusing on branding do best with conversion. Find a unique and interesting way to tell your brand story as concisely as possible.
Fun Trend: Mini-Series as Video Advertisements
An entertaining way to sell your brand is through a mini-series. Both Tostitos and Swedish Fish used this approach in April. Swedish Fish’s Treadin’ Water was a contemporary spin on classic US sitcoms. All episodes can be viewed on YouTube.
Tostitos’ series Botanas Del Cielo (Snacks from Heaven) was a comedic play on telenovelas and was used to promote their new spicy line of chips and salsas.
Interestingly, access to the telenovela was limited; all videos went private following Cinco de Mayo.
As the marketing landscape changes, adaptors are the ones that survive. It’s not enough to have a video viewable from a laptop; it needs to be mobile-optimized. Further, the traditional methods of advertising are falling out of favor. If you want consumers to buy your products, advertise with them in mind. Be creative and compelling, and take advantage of the native ad placements on social network. They will be seen and they are effective. By thinking like your consumer, you’ve already won half the battle.
Didn’t catch Part 1? Read here to learn about interactive, live, and personalized video.