top 5 mobile video best practice tips 2016
TRANSCRIPT
Top 5 Mobile Video Best Practicesbrought to you by
www.WeAreFetch.com
Like anything, mobile video needs TLC to flourish.
We’ve covered what you need to know to make thumb-stoppingly good videos that convert.
1.
Don’t slap TV ads on mobile
TV ads belong on TV. Successful digital video exploits the unique user behaviour of its audience.
• We spend about 30% of our screen time with devices held vertically.
• Snapchat found that vertical video ads have up to 9x more completed views than horizontal versions.
• People are 2.5x more likely to prefer autoplay to other viewing methods.
Source: IAB 2015, Twitter 2015
Insights
Best practices1. Test both vertical and horizontal cuts of your
creative.
2. Don’t expect users to turn on their audio. Consider how your video can capture interest without sound.
Hotels.com
Secret Prices vertical video
2.
Focus on the first few frames
A short video isn’t enough. Mobile video needs to disrupt from the get go.• Three seconds counts as a successful ‘video view’ on Facebook.
• 58% of users watch short form videos daily or frequently on their smartphones.
• Once users are past halfway, over 50% will watch a mobile video in its entirety.
• 28% of mobile users are less likely to skip a video if something intriguing happens in the first few seconds.
Insights
Source: TubeMogul 2015, On Device Research 2015
3. Grab attention with striking visuals and high
production values that immediately intrigue.
4. Include a compelling call-to-action that tells
people to watch your video.5. Establish the brand early on so you get
maximum exposure.
Best practices
Gamblit
Slice of Cake game trailer
3.
Make it personal
Don’t cold call. Deliver a relevant message to the right people, at the right time.• 82% of users believe mobile video should be tailored
to things of interest to them.
• 30% of mobile users are less likely to skip an ad if it’s on a category they’re interested in.
• Mobile video consumption increases over the day, peaking in the evening.
Insights
Source: IAB 2015, eMarketer 2015
6. From your audiences’ interests to their viewing
history – leverage data to personalise creative.
7. Cut variations of your creative that target
specific audience segments, eg. di erent fflocations or demographics.
Best practices
Gamblit
Bears Beehiving Badly game trailer
4.
Combine creative to convert
Retarget the people who watched your video to drive action.
• Ad recall among US mobile video viewers is 83% on smartphones
and 84% on tablets.• Facebook reported that people who were shown a video ad
followed by a photo ad were 31% more likely to convert.• Facebook found the strongest campaigns use a combination of
ad formats, such as static and moving imagery.
Insights
Source: AOL 2015, Facebook 2015
8. Retarget viewers with sequential messaging to create impact.
9. Use a combination of relevant ad formats with mobile video to drive conversion.
Best practices
Gamblit
Dreadnought game trailer
5.
Look at the bigger picture
Two screens are now better than one. Deliver a unified brand story across devices.
• 77% of TV viewers use another device simultaneously.
• 53% of mobile video viewers report often or sometimes watching mobile video while watching TV.
• 71% of consumers are frustrated by inconsistent cross-screen messaging.
Insights
Source: IAB 2015, Yume 2015, Forrester Research 2014
10.Match your mobile video to serve in sync with TV ad placements.
11.Different ad formats demand di erentff creative, but ensure your tone of voice and visual identity is consistent.
Best practices
Expedia
App Demo
