• by November 11, 2011

More and more, people are turning from traditional media channels to their mobile devices for content consumption. In a recent study, comScore stated that the smartphone audience has increased 53% in the past year alone. Silicon Valley researcher and venture capitalist Mary Meeker predicts mobile usage will overtake desktop Internet usage within three years. In response, marketers are increasingly investing in mobile advertising. Within the mobile space, video is emerging as one of the most effective ways to influence target audiences.

At first glance, all video advertising may look alike, but mobile video advertising is actually quite different than TV or even online video.  Mobile video combines the brand-building qualities of TV with the targeting reporting and interactivity of online through full-screen immersive experiences. Even within the mobile video landscape, there are important variances. Included below are some of the important questions to consider with mobile video advertising.

Where will my mobile video ads run?
Mobile video advertising appears across all mobile platforms and content types. Because of increased demand for mobile video ads, publishers and networks have begun to insert them in both natural and unnatural environments. As with any advertising, the first consideration should be the expectation of the audience.  

In-stream video advertising
Video ads that appear before or within video content are the most effective way to engage the mobile audience. Completion rates for in-stream video ads average 87%.

What is the proper environment for mobile video advertising?
This question has been asked in other media for years. With the proliferation of mobile Web content and apps, it is crucial to consider. Association with premium content (i.e., mobile content created by well-respected media companies) allows marketers to maintain their status as trusted brands. Video advertising in premium content also increases the effectiveness of campaigns because consumers are comfortable with the value exchange in watching the ad in order to access sought-after premium content.  

Buyers should discover which publishers and content partners offer exclusive premium content.  

Which best practices help maximize mobile campaign effectiveness and reach?
Buyers can effectively optimize mobile video ad campaigns by taking advantage of their unique attributes. For example, campaigns that combine video with display or rich media see increased consumer engagement. Consumers who have already been exposed to the brand message through video are more likely to subsequently engage with display and rich media ad units. Banner and full-page ads experience a 45% and 50% increase in click-through rate, respectively, when paired with in-stream video.

Campaigns with social media goals should utilize full-page ads. These ad units see a 57% higher CTR when they include social media options. In addition, in order to maximize reach, marketers often run multiple types of video ad units. Utilizing in-stream ads before video content along with video ads played within app content or casual games will expand the reach to a wider audience.

What interactivity and targeting options are available?
A unique aspect of mobile video advertising is the number of possible actions a consumer can take. This interactivity can help brands achieve specific goals for their campaigns. There are many options for tailoring a mobile campaign. Some examples:

• Mobile advertising features unique call-to-action buttons that allow consumers to “like” a product on Facebook, share the video on Twitter, make a purchase on Amazon or Fandango, etc.
• Mobile also takes advantage of proven methods for zeroing in on the audience like daypart and demo targeting.
• Geotargeting is another excellent way to take advantage of mobile.

How much does your partner know about mobile video?
Serving high-quality mobile video advertising is a unique and challenging endeavor. Mobile video ads must launch consistently on different devices and operating platforms with various screen sizes. In addition, video ads must serve at assorted speeds, adhering to a variety of streaming protocols. Your advertising partner must be a mobile expert in order to successfully navigate these and other variables and ensure delivery of the highest-quality video possible.

Mobile video advertising is rapidly becoming one of the best branding media ever. When deployed effectively, mobile video ads combine the best of TV and online advertising through unparalleled consumer immersion. But not all mobile video advertising is created equal. Asking the right questions up front will ensure transparency in the process, and ultimately, help maximize the effectiveness of mobile video advertising campaigns.