Mobile Campaigns / Mobile Marketing

How To Create Compelling Mobile Video Ads

We look at the latest data on Mobile Video consumption in Australia and New Zealand and offer our top tips on creating compelling mobile video ad content.  A new source of rich data from the IAB and OnDevice Research dives into how, when and why consumers engage with mobile video and what their attitudes are to mobile video ads and content.

Below are some of the highlights for Australia and New Zealand from the The IAB and OnDevice Research published in late 2015.  Their global findings explore the role of mobile video in consumers’ lives.  Marketers in the APAC region will be delighted to see Australia and NZ split out from the rest of East Asia enabling us to draw out some of the unique characteristics of the local market.  

More Apps, More Video

  • 49% of Australians and New Zealanders ‘only or mostly’ used mobile apps to consume mobile video content. (22% said they ‘only’ used mobile apps, 26% said they ‘mostly’ used mobile apps).
  • 42% of New Zealanders and 37% of Australians say they watch more video on their smartphones now than they did last year.

Mobile Video Ads should be Relevant, Tailored and Linked to other Channels

  • 82% of those surveyed believe mobile video ads should be tailored in some way, and be relevant to them as consumers.
  • 35% of Australians and New Zealanders believe video ads should be relevant to what they’re watching, 21% to the other content they’ve seen online, and 20% to recent video viewing.
  • 60% of Australians and New Zealanders say often/sometimes see the same ads on mobile video content that they’ve already seen on TV.
  • 53% of Australians and New Zealanders admit they watch video on a mobile phone while watching TV ‘often’ or ‘sometimes’. (22% say they often do this, while 31% say they sometimes do.)

Mobile Video Happens at Home, on WIFI, at night

  • 81% of Australians and New Zealanders watch mobile video content at home, 33% at someone else’s home, 27% at work, and 17% at school/college/university.
  • 65% of both Australians and New Zealanders do not switch to a larger screen to watch longer videos, which suggests that consumers are becoming more comfortable with mobile devices.
  • 37% of Australians, and 43% of New Zealanders only watch mobile video content if they’re within range of a wifi connection.
  • 5pm – 11pm is prime time for watching videos, while it peaks after 8pm. Australians and New Zealanders have a stronger-than-average viewership in the afternoon compared to the rest of APAC.

Social Media Good for Finding Mobile Video, but We’re Particular about Sharing

  • 61% of Australians and New Zealanders are less likely to share mobile video content than average APAC consumers (68%).
  • 62% of consumers say they find mobile video content on Youtube, 42% say they find it on social media, and 14% say the mobile video content they consume is through an advertiser.
  • Music and comedy clips are the most popular type of mobile video content, with movie trailers following close behind.

Customers want More, Longer Mobile Video Content

  • 23% of Australian and New Zealanders have watched TV shows and movies on their smartphone
  • 31% of Australian and New Zealand consumers would watch more video if it didn’t use up their data plan
  • Only 16% watch less TV because of video watched on a smartphone

Interestingly, the IAB and OnDevice research found the door is still open for longer form video content on mobile devices.  Contrary to popular assumption, and perhaps due to improving data speeds, mobile devices are no longer deterring consumers from watching lengthy video content. In fact almost a quarter of Australian and NZ respondents have watched TV shows and full length movies on their smartphone device.  Australian and New Zealanders are often consuming (short and long form) mobile video content while watching TV, and their smartphone video consumption is not impacting on their TV consumption levels. Rather than replacing TV with Mobile, marketers can use native mobile video ads and content to support and enrich TV placement.

Although the cost of creating mobile video content is always dropping, publishers are looking for new and effective means to cover cost and deliver ROI on investment.   21% of Australian respondents had already paid for video content, but 78% said they would prefer a different pay-for model, such as free ad-supported video viewing.  The market is presenting advertisers with new opportunities almost daily.  

With the right mobile creative strategy, advertisers should be able to reach a more targeted and relevant customer base by creating unique and compelling mobile video content that supports and maximises the impact of other channels.  Here are our top tips for creating compelling mobile video content to support your next marketing challenge:

 

Our Top Tips for Creating Compelling Mobile Video Ads

  1. Be Funny

Australians and New Zealanders prefer funny video content. Overall, we view more of this type of mobile video content than any other geographic area worldwide.  Marketers should consider humour in the creative direction of mobile video content.

  1. Target Evenings

Time plays an integral role in viewing habits. Mobile video content views rise in the evening hours, starting late afternoon.  Consumers are off work, relaxing at home and free to view and engage with video content.

  1.  Focus on Apps

Audiences in Australia and NZ are consuming more and more mobile video content on their smartphones.  Predominantly they are using apps to access this kind of content, so reaching the most engaged audience means targeting app based rather than browser based media.  

  1. Tailor Content to Context

Far more than TV and online video, customers expect mobile video content to be relevant to who they are, their past and current behaviour and the context of the viewing experience.  It’s increasingly important to create video ad content that’s compatible with the emotion of the media it exists within. Syncing ads to TV programming can support uplift, and audience data can be used to  target mobile video ads to particular audience groups.

 

For  more information on the IAB and OnDevice Research, you can download the  Mobile Video 2015 – A Global Perspective report from the IAB website.

 

 

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