Mobile Video Advertising - The future of mobile web
23 Aug 2012
Mobile Video Advertising - The future of mobile web

The advent of the internet has meant that the landscape of marketing has changed significantly and rapidly in recent years. Mobile technology is now so advanced that as long as the correct coding is implemented, buffering is kept to a minimum.

Reports suggest that by 2014, 500 million mobile phone users will be subscribed to mobile video services which represents a massive opportunity for marketers. Of course, this means that marketers are increasingly allocating more of their advertising budgets to mobile video marketing campaigns than ever before and its use is increasing rapidly.  


The year 2012 has seen marketers really take the use of mobile video marketing on board. The year is seen by some as some sort of a tipping point for mobile video marketing with more and more companies taking note of it as a serious medium for advertising demonstrated by them allocating more of their advertising spend to the medium than ever before. Whether they are looking to increase brand awareness or sell a particular product, mobile video marketing is becoming more important by virtue of the fact that the number of consumers who use and subscribe to mobile video technology is increasing almost exponentially.  


The keystone of advertising for the past 50 years or so has been television owing to its ability to have a high impact on the viewer by engaging so many of the senses including sight and sound as well as the ability to illicit an emotional response in the viewer. However, mobile video has all of the advantages of television with a number of added bonuses, including the ability to precisely target a specific type of viewer or subscriber, its tight connection with social media, precise frequency control, the ability to view throughout the day, the avoidance of the mad rush and expense of prime time television advertising and the ability to measure the impact of mobile video adverts very accurately. All of this while the viewer is in a relaxed state. The best state to receive information from advertisements. It can be seen that mobile video is growing in scale rapidly. We anticipate that it will be the best advertising medium for companies to date.  


The people who are gaining the most are the early adopters who are already currently using mobile video advertising. However, it is important for bigger brands to get in on the action too. Mobile video has an unprecedented 90 per cent completion rate and it is thought that part of the reason for this is that advertisers think it is the best medium because it is so immersive and on most mobile devices is full screen. The companies who currently spend the most on mobile video advertising are consumer packaged goods companies, automotive industry, travel companies and telecommunications companies according to recent research. Advertising spend per campaign is growing significantly with time.

Example Campaigns  

- Pepsi Cola ran a mobile video ad lately which focused on Dr Pepper, raising awareness of the brand while connecting it with various social media platforms.  

    * Visa was one of the Olympic sponsors in 2012 and it let people know of this through a heavy mobile video advertising campaign, increasing brand awareness while linking their brand with the eponymous Olympics brand.
    * In 2012, LayaTM used mobile video advertising to increase brand awareness and its presence on social media sites by using the Hulua iphone application. The campaign drove Facebook likes and other social media participation.

We consider mobile video advertising to be the linchpin of marketing success. When it comes to creating ads to improve brand awareness, increase purchase intent or to increase brand recall, mobile video advertising is the single best advertising medium hands down. The numbers speak for themselves. In the last quarter of 2011, mobile video advertisements received more than 30 million unique view. Once you extend the figures to look at gaming content and other non video ads like apps and the web, this figure reaches closer to 70 million plus unique views.  
Mobile video web traffic is set to take over from all other forms of internet traffic by 2015. By 2013, it will already account for more than 64 per cent of total web traffic. It is predicted that local advertising will shift towards mobile video advertising and that this form of advertising will take over from local OOH media and cable advertising in the near future.

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