Monday, December 09, 2013

The New Model: Mobile Video Marketing

Mobile is proving to be an extremely effective marketing vehicle for brands, solving the issue of weakening TV advertising impact together with giving consumers an opportunity to engage and make a digital purchase. Mobile content is richer than ever, and consumers are now spendingmore time consuming media on mobile devices than TV.
On a given day, some of the highest ranked mobile apps have daily active users that rival the audience of "Monday Night Football" and "The Voice," and taken as a whole, the addressable audience in the mobile app universe far surpasses TV. Keep in mind that today more than 87% oftime spent in mobile apps is in the entertainment category (games, sports, news, music etc.) and social. These environments are extremely effective; they offer brands the opportunity to deliver video ads with the impact and emotional benefit of TV combined with a call to action related to the brand. That mobile call to action could be to purchase, watch a longer form video, promote a social action, drive an install and more. Net-net, it delivers the ability to encourage a consumer to act, engage with or buy a product. This scenario is a beautiful marriage of the power of TV's emotional impact with the pull-through ability associated with retail or direct response.

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