Are You A Mobile Video Ad Buyer? Then Here Are Three Things You Must Know
In this guest post, Which-50.com editor Andrew Birmingham and Temor Video vice president (APAC) Peter Ostick, argue that mobile video is a tricky beast as people consume it differently. Plus, they offer three top tips if your job is to buy ads around it…
Video consumers it appears, are far more choosy about their device than many people in the advertising community anticipated.
Ever since digital video emerged as a new advertising channel is was assumed that viewers would watch video across multiple and different screens such as mobile, desktop, tablets and on OTT television. However New research casts doubt upon that belief. The data revealed that in the majority of cases consumers actually chose one specific device to watch video.
The study reviewed over a million video impressions. It was conducted by Nielsen and Tremor Video in collaboration with four publishers ; Yahoo7, MCN, Network Ten and News Corporation.
The researchers found that mobile and desktop video audiences are almost exclusively unique.
(Image source: “The Mobile Video Report 2016”,)
Furthermore those audiences were demographically discrete with mobile video skewing younger.
Given these distinctions, and the fact that digital video is still an emerging channel for many advertising buyers, they need to consider carefully the way they approach their decisions.
In the report called “The mobile video report 2016” (LINK) Tremor Video GM Australia Juliette Stead offers her top three recommendations to buyers considering accessing mobile video
- Mobile audiences are highly engaged with video content – they are having a personal, one on one interaction with the video, creating the optimum situation for an advertiser to communicate their message. In addition, many audiences who consume video on mobile devices only consume it here. Reaching audiences in this environment is essential for advertisers, and should not be ignored in favor of desktop only.
- Ensure that the creative agencies you work alongside are across the role of mobile, and are creating 15 as well as 30 second ads. Paid creative executions are not always able to run in mobile environments, so standard pre-roll formats (which are impactful, interesting and relevant) should also be supplied so that you can run a truly screen-agnostic campaign.
- Look at video holistically and with audience consumption in mind. By looking at mobile web video versus mobile in-app video versus desktop web versus OTT, you are potentially creating a fragmented approach, and missing the opportunity to reach valuable audiences in compelling environments. A multi-screen, audience-led approach will benefit your advertiser both in terms of engagement and reach.
Longer term it is also worth exploring the likelihood that brands will need to develop different creative executions for different publishing environments – at least for the major global services like Google and Facebook. The way people watch video on Facebook for instance is different to how they watch on Youtube and creative will need to adjust for that. And of course both companies have their own rules and technical guidelines for the use of their players.
Creative fragmentation
You can see it starting to happen already as brands account for environments where the sound is likely to be switched off by default. This makes the visual impact of the advertisement and the use of captions more critical.
In a recent Q&A session at an event we hosted for senior marketers the issue of building video creative for specific sites weighed heavily on the discussion.
In an ideal world you would probably have a different type of content running on linear TV compared to mobile and this is an idea which is already well understood. Fifteen second ads are often considered important for shorter digital features, like those found on social media and news sites, however even this might get superseded.
Social channels like Facebook and Snapchat for instance are pushing for sub 10 second creative options . Given that many sites often allow you to abandon the advertisement at five seconds, brands need to be increasingly clever about how they utilize the brief initial moments of engagement.
Latest News
The Mars Agency Announces Latest Findings Of Retail Media Report Card
The Mars Agency has developed a scorecard that assesses the capabilities of leading platforms across key criteria required to optimally plan, execute, and measure effective retail media programs. The scorecard aims To help brands efficiently evaluate their spending options across retail media networks in Australia (and New Zealand). With spending on retail media advertising in […]
‘It’s The Lesser Of Two Evils’ – NRL Eyes US Betting Market As Aussie Regulators Circle
US betting firms will be delighted by the circa 50,000 Americans who could soon watch the NRL on their favourite app.
A-League In Deep Discussions With New Partner To Keep Games On TV After Production Company Enters Administration
The A-League's insatiable appetite for scoring own goals continues.
TV Ratings (27/03/2024): Jungle Members At War Over Concealed Lipstick
A heated argument between two jungle members did the numbers for Ten last night, with I’m A Celeb obtaining a total national reach of 1,282,000. Fans were delighted as Candice Warner and influencer Skye Wheatley got into it over a stick of lipstick, leading Warner to dub the Instagram star “selfish.” Wheatley, best known for […]
Is The Australian Music Industry In Trouble? Inquiry Launched Following Splendour Cancellation
Earlier this week, an inquiry was launched into the challenges and opportunities currently facing the Australian live music industry in the wake of multiple festival cancellations. On 25 March 2024, the Minister for the Arts, the Hon. Tony Burke MP, asked the Committee on Communications and the Arts to inquire into and report on the […]
Liana Dubois, Leandro Perez, Aimee Buchanan & More Gather For Inaugural Compadres Leadership Event
Didn't get the invite? Perhaps you're not as important as you thought.
Cathay Captures The Unforgettable Thrill Of Cathay/HSBC Hong Kong Rugby Sevens, Via Publicis
Nobody does rugby like Hong Kong, apparently. Certainly nobody does it as badly as Australia.
Cocogun Nabs Christine Watts, Kirsty Reynolds & Shev Tan Bolstering Management & Creative Teams
Cocogun bolsters its team with new hires. Committed to purchasing a bigger sofa, too.
The Media Store’s Jacquie Alley & Sam Cousins Take The Plunge With Pro-Bono Work For Cure Cancer
B&T chats with The Media Store bosses about their great pro-bono work and sponsored swim.
Hawke’s Brewing Co. Taps Rocket Comms For PR Agency Following Competitive Pitch
We're expecting Rocket Comms productivity to crash in spectacular fashion following this win.
Spotlight On Sponsors: Patties Serves Up A Taste Of Home For Olympians & South Sydney Rabbitohs Recommit To Gambling Reform
While the Rabbitohs commits to gambling reform, B&T reckons the team should commit to a decent auto sponsor.
Google: “Inevitable” That Bad Actors Will Abuse Ads Platform As Advertiser Account Suspensions Double
Google maintains it's simply impossible for it to entirely stop bad people placing & paying for ads using its service.
Quantcast Expands APAC Sales Team With Appointment Of News Corp Account Manager
No pressure at all when you are appointed as a client success manager.
Publicis Sapient Tests Microsoft-Powered Gen AI Search Tool With Homes & Villas By Marriott Bonvoy
Given Gen AI's record for mangling stuff, B&T cannot see the problem with letting it decide your next holiday digs.
Volkswagen & DDB Group’s “Roo Badge” To Reduce Kangaroo Related Road Collisions
Watch out for RooBadge as Cannes Lions' most debated campaign this year.
Twilio Launches Unified Profiles & Agent Copilot Features To Boost Productivity & Engagement
Agent Copilot sounds like James Bond's less interesting cousin.
Reebok & Honda Among New Clients For onetwo agency
OneTwo finally lives up to its name with this double billing.
Ogilvy Report: Throw Out The Social Strategy Rule Book, The Rules Of The Past No Longer Apply
B&T was puzzled that all 'influencers' aren't, effectively, 'virtual', but here we are.
WhiteGREY & AKQA Merge In Australia, Lee Simpson Departs
Fortunately, the combined agencies aren't opting for a trite portmanteau for the new name.
Splendour In The Grass 2024 Music Festival Cancelled!
Music fans all over the country reportedly relieved they can pack away their rain coats and gumboots for another year.
TV Ratings (26/03/2024): “Fairy Bread, F***ing Disgusting”: Gordon Ramsay Slams Aussie Food In Food Stars Launch
Ramsay not one for mincing his words, even when it comes to minced meat pies.
Paramount+ International Boss Doubles Down On Aussie Content, Says Ad-Tier will Grow Audiences And Revenue
Good news as Paramount will not be binning I’m A Celebrity for re-runs of Frasier.
Brent Smart: Telstra Pushing For 50-50 Brand-Performance Split But Warns Numbers ‘Won’t Look Great’ Initially
The old brand vs performance debate continues. But here, Brent is firmly sitting on the fence.
Crowded House, Tones And I & Dom Dolla Win Big At The Shure Rolling Stone Music Awards
B&T staffer reports back with humdinger of a hangover & feeling seriously uncool after mixing with music types.
Opinion: Dyslexia “A Hidden Gem” For Brands & Agencies
Dyslexics offer underappreciated benefits in the corporate field, according to this op-ed.
David Jones Taps Criteo To Power Online Retail Media Arm
Want to see ads for things you probably can't afford? David Jones has got you covered with new retail media play.
oOh!media Sets Up Team To Target Business Audiences Across Airports & Offices
oOh! wants brands to harass you every minute of your next business trip.
QMS Launches Australian First DOOH & TV Partnership With Samba TV
Samba TV, of course, is not a channel dedicated to dancing. Much to our dismany.
Slew Of New Hires At Amplify
Four new faces join the Amplify offices. Team say desk scarcity becoming "acute".
Adobe Announces Content Authenticity Initiative Expansions To Counter Deep Fakes
Try as they might to enlighten them, we suspect Trump supporters will continue to watch and believe Fox News.
The PR Group Appoints TechCrunch Senior Reporter Catherine Shu As Director Of Content & Media
Catherine Shu makes the bold leap from journalism to PR. Says inevitable pay bump was "unrelated".
HERO Nabs Ebony Santin From AMPR
Rumours Santin cleared out the stationery cupboard before departing are as yet unconfirmed.
Karena Noble Checks Out Of EVT Hotels & Resorts To Launch Comms Consultancy
Noble still managed to squeezed in a continental breakfast before departing.
Canva Acquires Design Platform Affinity To Bring Professional Design Tools To Every Organisation
Canva & Adobe face off continues. We're not picking sides but keenly aware that Canva's office is next door to ours.
“Lean On Our Team To Help You Find An Audience”: Why Understanding Audience Engagement Is Essential In Journalism
Engaging the audience is critical to journos, apparently. We'd thought self-loathing & alcoholism were key.
Adobe Summit: Major Gen AI Developments, Data Concessions & Partnerships
What happens in Vegas stays there. Unless it's the Adobe Summit and then you get to read about in B&T.