Why is online video a must-have of your mobile marketing strategy?
Today, when consumers want something or need something, they reflexively reach for their phone. They want to get the right answers immediately. Is it possible for brands to take advantage of such moments? A recent study from Google says that there is. Mobile consumers are more likely to watch and share video ads, and at the same time, they are more likely to feel personalized with the brand.
In the era of mobile advertising, consumers experience countless micro-moments throughout the day, while they pursue their interests, solve problems, look for products and make decisions. These micro-moments are a new battlefield for the hearts, minds and wallets of consumers.
We see that more and more these moments happen while watching videos on mobile devices. As for viewing digital video, even though the mobile device itself is small and powerful, the powerful screen here is prevailing. In fact, 50% of the global audience of Youtube watches videos from mobile devices. And, as we already reported in October, the Millennium generation is able to concentrate 2 times more actively when watching videos on a mobile device than when watching on a TV. For them, a mobile device is not a second or third screen. For them, it is the first.
A recent Google study with Ipsos MediaCT reveals how enthusiasm for mobile video can translate into brands.
The study examined the reaction of American consumers who watched videos on various devices and obtained amazing results. It was found that the part of the audience that uses smartphones to watch videos is much more likely to watch, share and feel a personal connection with video and brand advertising than the other part that watches videos on desktops and TVs.
Here are some insights from the study regarding smartphone users' perceptions of branded advertising and video content:
Smartphone users are more likely to view and share brand ads.
A Google study says that people who watch videos on their smartphones will watch ads with a 1.4 times higher probability than people who watch videos on a desktop or TV. And smartphone users are more inclined not only to view ads, but also to distribute them. Those who see advertising and brand content on their smartphones will share this with a probability of 1.8 times more than those who view ads on the desktop. Moreover, this motivation to share what they see also applies to the offline environment. Smartphone users are 1.6 times more likely to reach out to their peers and discuss watched video content with them than TV viewers.
Strengthen personal communication with consumers through mobile devices, but leave them the choice.
The study also found that in addition to a greater tendency to view and disseminate content and brand advertising, smartphone users are more likely to feel personalized with the brand whose ads and videos they watch on their devices: 2 times compared to the TV audience and 1. 3 compared to desktop users. At the level of intuition, when you think about the essence of watching videos on your smartphone, for you it is a more intimate and personal experience than watching videos on a desktop or TV. Therefore, it seems natural that mobile video is the right place for brands to build personal relationships with consumers.
This suggests that brands should be more attentive to the personal experience that people get through their smartphones. One way to show respect for mobile users is to give them a choice of the ads they use. In fact, more than a third of the users participating in the study confirmed that it was important for them to be able to skip ads.
Also, the choice is an advantage not only for mobile users; but also for brands trying to connect with their customers. Rosetta Stone, for example, conducted a TrueView advertising campaign in order to test various video thumbnails and understand which are more likely to capture the audience’s attention. Those versions that a larger number of viewers preferred to watch were later posted on the Masthead multimedia banner on Youtube. This two-sided mobile approach allowed to increase the number of subscribers to their channel on Youtube by 51% and in addition to increase 10 times the mobile traffic on the brand’s website.
Micro-moments are those moments during which we reflexively reach for the device in order to satisfy any need that has arisen. Often this need is related to a product or service. And mobile video is playing an increasing role in meeting these needs. More than 50% of the surveyed audience of video ads using smartphones said that watching the video helps them in making a decision to buy in stores or on the company's websites, they also marked Youtube as the No. 1 place to search for brand or product information. In fact, mobile phones can become new in-store consultants: indeed, one out of three buyers prefers to use a smartphone to search for additional information than to contact an employee for help.
Brands that win at such moments use video to identify user needs. People who watch videos on smartphones tend to rate companies that offer video ads for their products and services 1.2 times higher than those who watch ads on desktops. Perhaps reviews or “how to make” videos are not as enticing as creative advertising, but they are necessary for any mobile marketing strategy. They help consumers quickly evaluate potential product experience.
Just like with the introduction of the Internet before, mobile devices have a huge impact on consumer behavior. Consumers are turning to their phones to get answers and more and more to watch videos. The good news is that brands have a place in this mobile world. The audience of mobile video advertising compared to the audience of video advertising on desktops and TVs is more inclined to watch, share and feel a personal connection with advertising, moreover, it is looking for branded content that would help them make a quick decision. Brands will be able to win these micro-moments when they satisfy the needs of consumers, showing respect for their need for relevance and freedom of choice. BYYD • Mobile Advertising Platform