When you mess up, drop the ball, screw the pooch, or have an epic fail, it can feel like the world is ending and your career is kaput. First: take a deep breath and rest easy. You’re not the first person to encounter failure. In fact, some of the most successful, influential, and inspiring people…Details
How Mobile Video Can Drive the Future of Brand Marketing
Mobile is a small but mighty screen when it comes to grabbing millennials’ attention. New research by Google and Ipsos shows that the small screen has the potential to drive big impact: On a typical day, for those 18- to 34-year-olds who own a smartphone, the smartphone reaches them more than any other device. Moreover, viewing video on smartphones is far less distracted than it is on TV. Based on the findings, there are two ways that online video may create new opportunities on mobile for brand marketing. First, think multi-screen, build for mobile. Second, create in-the-moment experiences with mobile.
Of all minutes watched on YouTube, 40% is on smartphones,* which presents an opportunity for brand marketers. Yet understandably, since smartphone screens have shrunk advertising space to the size of a playing card, the effectiveness of mobile in holding consumers’ attention and driving impact has been questioned. So how do you build a successful mobile campaign to drive results?
To answer this question, Google and Ipsos researched 1,519 smartphone owners aged 18- to 34-years-old who were asked to keep a detailed diary of all of their online and offline video interactions for a day. To get a representative snapshot, participants were spaced across weekends and weekdays. The research required respondents to use a mobile app; hence the results are limited to millennials who own a smartphone—81% of individuals age 18 to 34 own a smartphone, according to MRI. The results show that when millennials watch video on smartphones, they are far less distracted than when watching video on any other screen, including TV.
More attention given to video on mobile
Smartphones are the #1 device to reach millennials. In a typical day, 98% of 18- to 34-year-olds reported using smartphones to watch video content in the research—that’s higher than the reach of any other device among smartphone-owning millennials.
Broad reach of millennials via smartphones aside, the research reveals something even more powerful about the experience of watching video on smartphones: It’s far less distracted. Video watching on TV was the sole activity just 28% of the time—meaning that only 28% of TV-viewing occasions were uninterrupted and fully garnered the users’ attention.
The rest of the time, participants were involved with another activity—such as eating, using a computer, chatting to a friend or cooking—as they were watching TV. Alternatively, video watching was the sole activity for 53% of mobile video sessions.
Home isn’t the only place millennials are watching mobile video. Thirty-four percent of mobile video minutes were watched while people were out and about. People watching digital video outside the home are also 1.8x more likely than average to be meaningfully engaged because they are likely to be watching video for active purposes, such as looking for information or exploring a passion.
While marketers have traditionally sought consumers’ attention in their living rooms, sitting in front of a television, mobile video consumption is changing that.
How to make mobile video work for your brand
Smartphones have become an integral part of people’s lives. So how can marketers successfully make this an opportunity to connect with their audiences? Here are two tips:
1. Think multi-screen, build for mobile
2. Visit www.getvideo.webs.com or write to me on firstname.lastname@example.org for effective video marketing solutions………
In a multi-screen world, mobile shouldn’t be thought of as just the second screen—the behaviors observed in this research suggest that mobile is important as a main screen. What role can video play for your campaigns on smartphones compared to TV or laptop? What companion experience can you build using smartphones? Get in touch today …..
News: Ooyala Buying Videoplaza, Branching Into Online Video Advertising
Fresh off its acquisition by Telstra, Ooyala is buying a European ad manager in a bid to lead the way in personalized video.
Online video technology and services company Ooyala dropped a surprise on the industry today, announcing that it will acquire London-based video ad management company Videoplaza, growing its business into the online video advertising market.
Ooyala announced that the two companies have an agreement in place for the acquisition, but didn’t disclose the terms of the deal.
In explaining the move, Ooyala notes that U.S. digital video ad revenues will grow by more that 40 percent this year, and that media agencies are recommending that clients shift up to a quarter of their TV ad budgets to digital.
This acquisition is only the first move in a multi-part strategy to become the global leader in personalized online video, says Ooyala.
This news comes only two months after Ooyala itself was acquired. The Australian telco provider Telstra took a 98 percent ownership of the company in August.
Videoplaza has a long list of video advertising clients in Europe and the Asia Pacific region, including many broadcasters and tier-one media owners. The company says joining with Ooyala will helps it expand into the United States and service a broader range of customers.
“Ooyala helps media companies build the largest possible audiences online, while Videoplaza helps them extract as much value as possible from that audience. Our combined platforms will offer a more holistic view of content and ad performance across a broadcaster’s entire business,” says Ooyala chief executive officer Jay Fulcher.
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Video marketing continues to become an increasingly effective online marketing tool, working alongside traditional online strategies. The benefits of video marketing are immeasurable as it informs, educates, and inspires. Use your custom video to drive brand awareness and effectively position yourself as an expert as you produce educational, informational, and thought-leadership content.
Video Marketing is a dynamic opportunity to bring your company, products, and market expertise to life. Short presentations of your latest innovations, insightful interviews with your technology leaders, and coverage of important company events and announcements, can all extend the reach and impact of your message.
Video Puts a Face to Your Brand: People prefer to do business with those they know and trust. Video helps create a more meaningful connection to viewers to a much greater extent than text or images alone. And once they get to know you, you’ll increase your credibility and begin to develop trust with your audience as well.
Video Helps Convey Complex Information More Clearly: When it comes to explaining complex ideas or information, video is oftentimes much more suited to the task than the written word. An informative demonstration on how to use a product can communicate your message more effectively than complex, in-depth instructions and specifications.
Video Helps Establish You as an Expert: People want to do business with people who know what they’re doing. Online video provides you with the opportunity to show that you’re knowledgeable in your area of expertise.