Doing Mobile Video Right – The InMobi Way
Last week Outside In covered Insights into Indian Mobile Marketing, thanks to a lovely report by InMobi. You can read up the highlights here at: Insert Link
As part of the same effort, I discovered very effective guidelines on ‘Doing Mobile Video Right’ by the InMobi team and thought that it deserved a unique post of its own
Why Mobile Video is in Focus?
Since the lockdown, consumers have spent more time online – 37% higher than the pre-lockdown period. This has led to a strong mobile-first video consumption among India's connected consumers. Much of this change has been heralded by digital channels, especially mobile, making video experiences more up close and personal than ever before
The 3 Steps of Doing Mobile Video Right
Be it choosing between landscape video, the length of the video, or even reaching the right audiences; there are several critical factors that brands and advertisers need to think of when trying to get mobile video right. These are the top tips for how brands and advertisers should plan their mobile video campaigns
1) Get Mobile Video Orientation Right: Landscape Video
As consumers spend more time on video content itself, there is a consistent growth in CTR that is driven by the medium. Top advertisers have recognized this trend and have invested equally in landscape video. Here are illustrations of using Landscape Video across various Digital Use Cases –
As is expected, it is easy to convert core assets and press play on any campaign when it comes to landscape video. And the right in-app placements (such as rewarded videos) and usage of mobile features (gyroscope, location, etc.) mean even better engagement and outcomes
There is 47% higher CTR driven on landscape video compared to other formats
18% growth seen in CTR for landscape video ads YOY
2) Get Mobile Video Orientation Right: Vertical Video
While much of the conventional video assets have been built for the landscape mode (due to TV and desktop planning), vertical videos –when married with the right vertical video format and in-app placements – deliver the much-needed seamless experience for users who might be holding their phones in portrait mode. Here are illustrations of using Landscape Video across various Digital Use Cases –
And, still some more Use Cases…
3) Timing Matters
Based on the goals that brands may have for their campaigns, choosing the right video length is important. Short, powerful videos can be a great way to drive a message to the audience, while longer videos can be a great way to help the audience understand a brand proposition in detail
There is 22.2% higher VCR driven by short video ads when compared to the average
10.2% higher CTR driven by long video ads when compared to the average
So, a brand needs to figure out short or long option really by articulating their video goal(s) precisely
Best ‘Mobile Video’ Use Cases from Industry 2021:
Check out the best mobile video campaigns of 2021 here at: https://www.exchange4media.com/advertising-news/ad-campaigns-that-made-the-most-noise-in-2021-117191.html
In Conclusion
Brands that have leveraged these effective video practices and invested in mobile-first campaigns have gained an advantage over other brands. By focusing on the technology that is native to mobile, brands can ensure that consumers are able to receive a seamless video ad experience and translate it into better media effectiveness. The inherent nature of mobile devices makes them perfect for delivering immersive video messaging with relevant brand actions to a consumer's current location and mobile context. By leveraging the combined power of sight, sound, and touch, mobile devices can now deliver personalized ad experiences that allow brands to truly differentiate themselves in a cluttered space
References and Sources
1) InMobi’s The 2022 Mobile Marketing Handbook for India
2) Ad campaigns that made the most noise in 2021: https://www.exchange4media.com/advertising-news/ad-campaigns-that-made-the-most-noise-in-2021-117191.html