Mobile Video is one of the fastest growing media forms for marketing for small businesses. Mobile is a small but mighty screen when it comes to grabbing millennials’ and customer’s attention. Research by Google shows that the small screen has the potential to drive big impact: On a typical day, for those 18- to 34-year-olds who own a smartphone, the smartphone reaches them more than any other device.
In addition, most mobile marketers are planning to increase investments in the video this year, according to a report released Wednesday by YouAppi.
The CMO Mobile Marketing Guide shows that 85 percent of digital marketers plan to increase their video investment for mobile marketing efforts in 2018, up 10 percent over last year.
More than three-quarters of those surveyed said that video was very important to the customer journey with 71 percent planning to use it for acquisition and 65 percent for awareness. The survey, completed by 425 global digital marketers, was conducted by Dimensional Research in February 2018.
Marketers plan to increase use of video nearly across the board. Social media leads the pack, with 61 percent of marketers saying they plan to use video in social this year — up from 48 percent last year. More than half (56 percent) plan to promote the in-app video, 45 percent are planning brand video advertising and 42 percent plan to run video on the mobile web — all up from a year ago.
YouAppi CMO Jennifer Shambroom shared the findings at Mobile World Congress 2018.
“Video gives brands a golden opportunity to personalize and connect directly with the consumer,” Shambroom said. “Eighty-five percent of respondents in our survey will increase their investments in video ads this year. 2018 will be the year that video content surges in popularity and the medium will become king.”
But despite the large numbers planning to invest in video, the report showed a rise in marketers’ concern about ad fraud, increasing from 33 percent to 48 percent year over year. Marketers also expressed worry about measurement (45 percent), targeting (26 percent), and lack of visibility (23 percent).
More mobile marketers also indicated that they plan to invest in marketing technologies such as machine learning (49 percent) and AI (36 percent) to support customer journeys.
Check out Using Biometrics in Marketings for more information regarding fraud and security.
More attention is given to video on mobile
Smartphones are the #1 device to reach millennials. In a typical day, 98% of 18- to 34-year-olds reported using smartphones to watch video content in the research—that’s higher than the reach of any other device among smartphone-owning millennials.
The broad reach of millennials via smartphones aside, the research reveals something even more powerful about the experience of watching video on smartphones: It’s far less distracting. Video watching on TV was the sole activity for just 28% of the time—meaning that only 28% of TV-viewing occasions were uninterrupted and fully garnered the users’ attention.
The rest of the time, participants were involved with another activity—such as eating, using a computer, chatting with a friend or cooking—as they were watching TV. Alternatively, video watching was the sole activity for 53% of mobile video sessions.
Based on the findings, there are two ways that online video may create new opportunities on mobile for brand marketing. First, think multi-screen, build for mobile. Second, create in-the-moment experiences with mobile.
With consumers constantly switching between desktop and laptop computers, tablets, mobile phones, wearable devices, and connected TVs, it’s difficult to target users with relevant ads. However, a multi-screen strategy is the future for marketers. The age of multiple screens provides the opportunity for advertisers to engage and influence consumers across more channels; however, it also comes with a new set of challenges and considerations for marketers to keep in mind.
Here are 5 Tips for Multi-Screen Marketing:
- Timing is everything: For a cohesive multi-device campaign, a marketer must understand how each device works. This involves knowing when and where customers interact with a specific device in their daily lives. A recent study on mobile usage by Salesforce showed that mobile users prefer different devices at different times of the day. The study revealed that customers are on mobile and smartphones while in transit and during lunch. Upon waking up and before going to sleep, the tablet is their device of choice. Laptops and PCs are used during work hours. Timing is important so you know where to focus your marketing efforts and at what time of the day are they most effective.
- Understanding behavior and habits: Aside from understanding the device, the more critical part is understanding the behaviors and habits of customers. What are their activities when using a smartphone while in transit and what do they do with a tablet upon waking? Remember that each device serves a different purpose for different customers. Your customers may not even be aware of this, but you should.
- Gather data and learn: Data gathering and analytics pose very serious challenges to a marketer. Data is the driver of everything. For a marketer to further improve a customer’s journey via multiple devices, he must be able to collect relevant data about users and customers and analyze them.Learn about your customers using the data available to you — who they are, what their device-specific habits are or what their behavioral pattern is. Marketers need data to understand how consumers use and interact with their devices.
- No One Fits All: Every device has specific requirements when it comes to design. A marketer must be able to make the design responsive so that a mobile-optimized website can adapt to the layout of a given device. As most laptops are for scrolling, smartphones are not. Images must be flexible and content must automatically resize so that the flow is fluid every time, everywhere.
- Seamless and consistent experience: For a multi-device campaign to be effective, you must be able to give the audience a consistent experience. Remember that customers use several devices to finish one task of say, purchasing — they research on a smartphone but make the purchase on a laptop. This is why the brand’s voice and the message must be the same across channels. Customers do not think in terms of the channel but in terms of the message so make the transition seamless and fluid. Nurture your audience across multiple devices and give the experience right all the time.
Mobile continues to evolve exponentially year after year. In order to stay relevant with your customers, your brand and technology need to evolve too. I am not saying everytime a new app or piece of technology comes out, you have to get it. I’m talking about ensuring that your brand represents what your customers want. For example, environmental protection, sustainability production, NO GMOs in your food etc.