Mobile video technology, infrastructure, and visual creative options are better than ever before, so it isn’t surprising that mobile video is quickly becoming a preferred platform for brands. Today’s marketers can leverage mobile video to hit their objectives for measurable brand engagement. As mobile metrics emerge, marketers are discovering new techniques to interact with consumers while reaping the rewards of great video creative traditionally reserved for television.
The trick? A media plan that emphasizes both television and mobile video. These days, viewers move fluidly across visual platforms and devices seamlessly and without bias. They will watch the best screen in the room on the device that provides the programming they seek.
For marketers to make the most of branding opportunities across mobile video and television, there are three factors to consider: audience focus, campaign metrics, and performance over the course of a campaign across both platforms.
Keeping an Audience Focus
In any branding campaign, it’s important to keep the audience front and center. In mobile, pinpointing audiences has never been easier. Mobile marketers can target any number of demographic and psychographic segments as well as other attributes. With the tools available to buy the audience you want, it’s essential to develop the right creative and engagement opportunities for that very audience. It’s also important to remember that scale is important. Just because brands can segment down to minutia, doesn’t mean it’s in their best interest to do so. When developing a media plan across television and mobile video, creative, relevant messages, and intriguing calls-to-action do the heavy lifting.
Aligning on Metrics
While there is certainly more granularity, tracking, and analytics in digital media, there are great benefits to sharing best practices with the TV world. For example, a mobile video campaign is often measured by the total impressions as well as engagement and completion rates against a certain demo. While there is a lot of data involved, the audience is difficult to validate. Conversely, TV buying norms have led to great audience measurement tools like online campaign ratings (OCR) and validated campaign essentials (VCE). Hopefully, by 2014, premium mobile video audiences will be validated in a similar manner so marketers can truly take advantage of the best of both worlds.
Stay Open to Discovery
Finally, when working with both mobile video and television, marketers will inevitably discover new findings and innovative ways to increase engagement, impressions and brand lift across platforms. This is the benefit of using more sophisticated audience targeting tools. The reminder here is to keep an eye out for hidden gems in new audience segments and creative executions to boost the payoff on both mobile and television.
It is an exciting time to be in video advertising. Great content is available across multiple devices and platforms and consumers largely control viewing. Premium mobile video with 80 percent-plus completion rates and full screen emersion takes advantage of the power of television in the palm of your hand. Marketers can take advantage of the distinct attributes of both mediums to execute effective brand campaigns and capture attention in an increasingly fragmented world.
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