As consumers we do not always realize that our addiction to multiple devices is quickly altering long-established approaches to advertising, media planning and success measurement. And that our behavior not only dictates these strategic changes, but that we move 10x faster than marketers can keep up.
As marketers, however, we experience content consumption across devices in terms of what it means for reaching and optimizing experiences on each channel. And as more channels become mobile-first, or even mobile-only, it’s even more important that we get these screens right.
Mobile video is not new, but understanding its implications and complexities for driving consumer behavior is more crucial than ever. Mobile alone is expected to generate a 19.8% increase in online video consumption in 2016*. Social mediums such as Snapchat and Instagram are driving mobile expectations by optimize video with short-form content and vertical-oriented videos that allow users to swipe in order to explore longer-form content.
This movement represents what we have all seen coming for years: the end of one-size-fits-all banner ads and the beginning of specialized, interactive, multiscreen campaigns. Advances with interactive video are probably the best examples of how mobile is making way for advertising that caters to consumer behavior, while offering media-rich, engaging angles to grab attention.
So, how do you ensure your success follows the trajectory of increased mobile content consumption?
You must optimize video experiences by device.
Since consuming content is no longer a passive experience, advertisers must adapt their content to keep up with this trend and provide optimal experiences for mobile audiences to swipe or tap their way to increased engagement.
As mobile video consumption continues to add new features such as social media integrations, gaming, maps and geo-targeted personalization, users are receiving more relevant content from advertisers than ever before. But it’s not just the message that matters—poorly optimized or frustrating mobile experiences will leave audiences with a bad brand taste on any channel.
You must provide relevant, interactive experiences.
Last year Mobile Marketer reported that click-through rates on mobile video had tripled year-over-year and mobile interaction rates nearly doubled to almost 23%. According to Innovid’s 2016 Global Video Benchmarks, mobile elicits the greatest engagement rates over desktop and connected TV video—and the majority of that can be attributed to providing a mobile-optimized experience, rather than repurposing TV content.
Audiences are not only more willing to spend time engaging with and clicking on more brand content, they practically demand it: our phones monopolize our attention by fully engaging our visual, auditory and tactile senses. In short, the user is completely immersed by the device, so grabbing their attention on mobile isn’t the issue. But keeping it, leveraging it and maintaining it, is.
For this reason we are seeing interactive video advertising having more success on mobile because the device demands it. Smartphone users spent an average of 98 seconds interacting with content, whereas connected TV viewers only spent an average of only 68 seconds**.
Necessity may be the mother of invention, but invention inevitably leads to changes in behavior. Catering to this behavior not only provides an engaging experience, but can also have a profound impact on the success of a campaign. In the words of Marshall McLuhan, “The medium is the message.”
**Innovid Interactive Benchmarks, 2015