Mobile Marketing

Insights & Tips for More Effective Mobile Video Advertising

Mobile video in Australia is quickly becoming a $700 million-a-year market, and isn’t expected to lose ground anytime soon. Nielsen and Tremor Video compiled a survey to help marketers better monetise the ad format by focusing on the impact mobile video content has on its audience. The study polled recent Nielsen data and questioned Australia’s leading publishers and broadcasters regarding mobile video advertising. We’ve pulled together a summary of their main findings below:

  • As of April 2016, over half of Australians 18+ were using smartphones, while 7.5 million were using tablets.
  • 59% of respondents to Nielsen’s Video On Demand survey said they don’t mind watching advertising if it means they have access to free content.
  • 73% of viewers who watch digital video on mobile devices do it independently of watching video on desktop computers.
  • Australia saw a 59% year-on-year growth in online video streaming as more people become accustomed to expect the freedom of their ‘TV everywhere’ mentality.
  • Viewers exposed to both mobile and desktop campaigns tend to range between ages 25-39 and 55-64
  • There was a 73% lift in reach after incorporating mobile advertising, and only 1% of these were exposed to both mobile and desktop, suggesting mobile ads are reaching an entirely new audience.
  • Market-leading apps (such as PLUS7) are skewed towards a younger female demographic, with 18-35 year-olds representing nearly double the audience on mobile as they do on desktop (30% on mobile vs. 18% on desktop).
  • 70% (and growing) of MCN’s mobile traffic is in-app.
  • Desktop traffic peaks middle to late afternoon, while mobile traffic drives early morning and late evening hours.

 

Australia’s shift to mobile apps has been extremely aggressive, but good quality video inventory is still comparatively scarce. Good segmentation and attribution can bring brands closer to connecting with their target audience. The data shows age groups that consume both on mobile and desktop present better opportunities for brand loyalty, because the more a brand is reinforced via advertising, the more consistently they’ll be on the forefront of these consumers’ minds. Opportunities for cross-screening are on the increase and by combining the brand-building power of video with the intimacy and distribution of the mobile experience, marketers can deliver highly effective mobile video content. According to the report, marketers who aren’t yet comfortable in implementing mobile video content should take the device-agnostic approach when buying video inventory. These three recommendations may also help maximise return and efficiency:

  • Think Mobile First for Video Content. Video content should be designed so audiences feel like they’re having a one-on-one interaction. This means creating content specifically for the mobile context. Many audiences who consume video content only do so on mobile devices, so it’s imperative that marketers get the message right for mobile, instead of favoring desktop formats.
  • Maintain a screen-agnostic approach to reach audiences wherever and whenever they are watching video content. Make sure content is formatted for standard 15” and 30” sizes since these sizes are considered screen-agnostic. Standard pre-roll content must be supplied for a truly screen-agnostic campaign.
  • A multi-screen, audience led approach will benefit advertisers and lead to greater reach and engagement.  By focussing on different channels there’s a risk of the message becoming fragmented. Keep the focus on audience consumption and maintain a holistic approach to video content.  

 

According to findings from Nielsen, mobile inventory provides a far more balanced audience composition than desktop. Although there was no clear winner in any age group, the measurements exhibited proof that mobile inventory had the potential to reach younger viewers more effectively than on desktop, highlighting that multi-screen, audience-led approaches are the most powerful way to maximise return. Mobile viewing experiences contrast desktop experiences due to their full-screen nature, and offer up higher levels of viewer engagement and viewability.

Nielsen pointed out that recent improvements in cross-screen measurement will help advertisers better define scale, size, and effectiveness of mobile video. Supporting vertical video formats will also drive consumer engagement. By removing technology barriers and making the most of insights, brands can better adopt mobile and achieve success on mobile video campaigns. Now, more than ever, advertisers must measure, validate, and attune their focus and serve up engaging and timely content that consumers will resonate with. The barriers are coming down, while opportunities for strategically targeted mobile video campaigns are growing every month.

Tags: , , , , , , ,

Comments are closed.