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Getting Personal with Mobile Video Marketing

The future of video marketing is literally in consumers’ hands. As audiences and marketers shift towards mobile, the engagement possibilities are endless as mobile video provides yet another chance to prove brand value and relevancy—at the right time and with the right content. We’re seeing a proliferation of smartphone users and therefore, a rise in mobile video viewers. Twenty-four percent of U.S. consumers watch digital video daily on their smartphones1 and the share of digital videos viewed on a smartphone increased 33.0% between 2014 and 20152.

Marketers are responding to this shift in viewership, as mobile video ad spending in the U.S. jumped 80.6% in 2015 and is forecast to see double-digit growth through 20193. Marketers have more data, more content and more devices than ever. Which means, not only do brands have the opportunity to reach consumers on-the-go, but audiences are pretty much demanding it.

Infusing mobile into your digital strategy from the beginning allows for an integrated experience across devices that enhances the consumer journey on each platform. Interactive video is a unique medium for mobile, transcending devices to provide complementary experiences that lead audiences down the path to purchase. For instance, an interactive, mobile video ad could feature a customized quiz that recommends products for individual consumers and then offers unique promotions for that product with a "shop now" button to purchase then and there. The possibilities are endless and we've reached a tipping point in personalized, mobile marketing.
Audiences watching video on smartphones can also have limited attention spans, so keeping videos short with a strong and personalized story can be optimal for making the largest impact. And since brands are promoting video on a device that is meant to be interactive, why not add the ability to encourage further engagement with interactive elements? Even adding an in-unit video gallery that lets audiences watch more content would put them in control and keep them engaged.

Overall, marketers must deliver mobile experiences that complement the medium. Forcing TV ads onto small screens simply won't cut it. Whether it's sending audiences relevant promotions based off of geo-targeting or past purchase data, the need for mobile customization is clear. For instance, audiences typically hold their smartphones vertically, so brands need to follow suit by making their ads vertical.

Recognizing and highlighting the differences between each mobile medium allows marketers to create more effective video marketing strategies. Mobile messages will be served as a complement for other marketing efforts to provide consumers with a well-rounded brand story that provides value and increases brand loyalty. Mobile video is opening doors for a whole new level of personalized marketing that further allows brands to better target their efforts and invest in what works.


1. 451 Research, March 2016
2. Adobe Digital Index, December 2015
3. eMarketer, February 2016