The early 21st century has witnessed a smartphone revolution. According to Statista, the number of smartphone users in the world today is 6.65 billion – this means that 83.72% of the world’s population owns a smartphone. And, this is just the beginning. These numbers are expected to increase as mobiles get cheaper and internet penetration increases. Mobile advertisers and digital marketers need to act on this radical shift.
Online videos have become a rage and have been dominating the digital space for a few years now. Online video is known to keep viewers engaged and is considered to be the most effective content consumption format available today. Mobile video is the latest trend, especially among millennials as 98% of 18–34 year-olds watch videos daily on their mobile phones. That number is significantly lower for all other devices.
What is mobile advertising?
Mobile Advertising is a form of advertising that targets users who use mobile devices such as cell phones or tablets. Though mobile advertising can be of different kinds such as image ads, banner ads or text-based ads, video advertising on mobile devices has emerged as the most popular format.
Video ads give brands the opportunity to create engaging stories using interesting visuals, graphics, text, music and voice. Video ads have the potential to immerse the viewer and enable faster, simpler and interactive ways of conveying a message for a brand.
Since, on average, a consumer spends considerably more time on a mobile device than on a laptop, it becomes critical for marketers and advertisers to seriously consider video ads for these devices.
Effective video advertising strategies
Mobile ads allow marketers to target specific audiences through demographics and psychographics. The unique advantage of contextual and behavioural targeting makes mobile advertising a great option because mobile advertising can increase conversion rates and ROI.
However, to be effective in a competitive mobile advertising landscape, marketers need to pay attention to these aspects:
1. Choose the right ad format
Mobile video ads can have different formats, each serving a specific purpose. Selecting the right ad format based on budget, target audience and campaign goals will go a long way in ensuring optimal results. Here are the 4 most common types of mobile video ads:
- Instream Video ads
These ads play before, after or in between the video run. These ads are widely used by several video platforms.
- Interstitial video ads
These are interactive, fullscreen, pop-up ads that cover the user interface of the host app or site. They generally appear during in-app transitions, as a user navigates from one section to another.
- In-app video ads
These ads show up while browsing social media feeds or playing a mobile game. These blend with the environment of the host app and interrupt the flow of the browsing experience, thus capturing a user’s attention.
- Gamified video ads
These ads encourage users to interact with the ad by using gaming mechanics to vie for a user’s attention and can often lead to high conversion rates.
2. Keep your videos short
People’s attention spans on digital platforms are reducing by the day and if retention rates are to be maintained, keeping your videos under 30 seconds is a great strategy. Drop-offs increase if a marketing or sales video is too long.
3. Include a CTA
A clear and noticeable call-to-action in every video goes a long way in increasing conversion rates. A CTA can be plugged in at 3 different points in the video.
- Pre-roll CTA: Encourages the viewer to take action before the video begins.
- Mid-roll CTA: Placed in between the video when the viewer is most engaged
- Post-roll CTA: Allows the viewer to take action after the video is watched till the end.
4. Make your brand visible
Since marketing videos have to be short and viewers are likely to be engaged with the content of the video, there’s a chance that they may miss your brand name completely. So, keep your logo on screen during the entire video and make sure your brand name is mentioned at important points during the video. The logo can be placed on the top or bottom right corner of the screen so that it’s visible but doesn’t disturb the flow of the video.
It’s hard to create a mobile ad on your own. Marketers will need to partner with a video agency with a strong track record and an experienced team which can guide them through the video ad creation process.
Choose Ripple Animation for your next mobile video ad to see real results.
Ripple Animation is the best video agency in Mumbai, Pune, Bangalore and Delhi and is also the best explainer video company for mobile video advertising.
The experienced team at Ripple will not only guide you through the video production process but also deliver impactful mobile videos that meet the technical specifications of each video sharing platform, helping you generate interest from your target audience.
For mobile video ads, animated explainer videos, brand videos or live production videos, contact us today!