Mobile Campaigns

Is Your Mobile Video Content Destroying Brand Sentiment?

If you ask, most consumers can usually recount the worst ad they’ve seen recently. Brand sentiment and context play an incredibly powerful role in advertising. Getting the emotion or the context wrong can have a devastating impact on any campaign – and mobile video is no different. Increases in mobile video content consumption present new challenges for brands but this medium offers the greatest potential to build brand sentiment in the mobile app space.   Increasingly, a successful mobile video strategy relies on pairing the emotion of the message with the emotion of the context. Get the emotion wrong, and you could turn a consumer away forever.  Changes in how consumers relate to branded apps mean emotion and context are more important than ever, and brands who get it right with their mobile video content will build loyalty and reap the rewards of positive brand sentiment.

App Discovery is all about brands now. .

Although it’s happened gradually, the last few years have seen a massive shift in how consumers discover apps.  Unlike a few years ago, the majority of consumers looking for a new app now say they found it by searching app stores for a specific title or brand.  Branding is now everything to consumers when it comes to app downloads and purchasing decisions.  With mobile video content surging, advertisers now have a unique opportunity to use this medium to build and define their brand to encourage mobile app discovery. But for consumers with short attention spans advertisers must first establish the kind of powerful connection that leads to purposeful app discovery.  

Emotional connections build brands.

The most resilient form of consumer loyalty stems from customers experiencing an emotional connection with the brand. To harness this type of engagement (and the app download that follows), brands should be clear on the sentiment they wish to convey throughout the experience. If appropriately positioned, brands can associate themselves with an emotion, building deeper connections that create loyalty. But while emotional experiences are key to driving engagement, missing the mark on that connection can be disastrous.

Mobile Marketer found that viral social media content is primarily shared by consumers who felt moved by the brand sentiment. According to the same study, 63% of consumers admitted that branding affected the odds of them sharing video content. By contrast, 60% of consumers said they see an overload of sponsored ads. So while branding is key to getting consumers to share your content, going overboard can create a negative impact – something that can be tough to repair. Consumers want mobile campaigns to resonate with them, connecting with the appropriate emotion for their immediate context.  If it doesnt connect, they simply turn off. To take advantage of viral content sharing, brands need to use techniques and channels that allow them to create these kinds of powerful brand connections.

Mobile video content builds emotional connections

Mobile video content is a powerful tool for creating emotional experiences. The increased demand for mobile video is fueled by consumers who would rather watch a message than read it –  a positive for brands who can build deeper emotional connections  with video than text.  And reducing production costs mean marketers can now create mobile video content more easily than in the past.  It’s important to remember however that mobile consumers are not the same as TV viewers.  To truly engage consumers, brands need to create native mobile video experiences. For example, mobile consumers usually engage with their device vertically, so it doesn’t always make sense to deliver horizontally oriented video content.  Unless they’re already using their mobile device that way, the need to turn to horizontal just creates friction and increases the risk of dis-engagement. . By minimising the friction between the ad and the context, brands can increase the chance of viewers engaging with the content, and not seeing it as a disruption.

Mobile Video is Not TV

Google recently found that consumers pay more attention to mobile video content and are more focussed on that content than when watching TV.  On the other hand, recent studies have found that the average attention span in viewing mobile video advertising hovers at around 8 seconds,  Clearly Mobile Video is a uniquely engaging channel, but in an advertising context, marketers need to make that connection quickly. This can really only be achieved well by developing content that is uniquely positioned for the mobile environment; native mobile video content.

Another reason it’s important to differentiate mobile video content from TV commercials is that as many as 90% of video ads are viewed in mute mode.  Marketers simply can’t depend on sound to support the ad message.  Cleverly designed native mobile video content can turn this challenge into an opportunity.   Using emotionally charged visuals that support emotional connection will increase the chances of consumers clicking on your ad to hear the sound, thus actively engaging and buying into the brand sentiment.   

Video content essentially comes down to telling  a story. While length is a factor, the unique nature of mobile video gives marketers the opportunity to create multi-screen narratives over time, and engage consumers long-term by creating storylines. Marketers who pay attention to consumer context and attention spans across the various channels  have a better shot at peak engagement.  

Contextual relevance creates positive brand sentiment 

So how do brands use context to make sure consumers receive the right message, on the right channel, at the right time? Many consumers tune out or turn off video content if it contrasts too abruptly with the content they’re already viewing, or is inappropriate to their viewing context.  By applying contextual data to mobile video campaign planning, marketers can jumpstart emotional connections.  Data can help place the ad appropriately for the best impact.  Appropriate context means matching the emotional tone of mobile video content with the programming that surrounds it, both directly and indirectly (eg. TV on in the background).  Applying contextual data to a mobile video campaign can leverage brand sentiment because consumers find it easier to connect with the content and see it as more relevant.

While positioning mobile video content with the correct programming can be incredibly positive for a campaign, it can just as powerfully affect consumers if the emotion is jarring or in contrast with the context. A recent study found that high-energy ads sandwiched in between intensely dramatic content was leading to negative brand consequences.  Data driven, timely ad serving using ads that fit the programming message, can give consumers a sense of transparency, leading them to feel as if their mobile device isn’t invaded. Brand sentiment is an increasing issue for campaigns that aren’t strategically positioned using contextual data. If this road isn’t travelled carefully, it can inhibit an ad’s emotional impact, risks disengaging consumers, and have a negative impact on brand sentiment.

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