Publishers believe the barriers for mobile video advertising are melting away and brands are starting to recognise the opportunities that mobility provides them.
A recent study by Nielsen and Tremor Video revealed that mobile and desktop video consumers are overwhelmingly distinct audiences. Furthermore, the composition of the respective audiences is likewise discrete.
That distinction in demographics is familiar to Ben Green, director – programmatic, data and native for Yahoo!7.
According to Green, “We see a skew towards a younger female audience across our PLUS7 apps. This includes all our market-leading apps such as 7NEWS and Yahoo Mail. In Plus7, 18–35s represent almost double the audience on mobile that they do on desktop (30 per cent Mobile App vs 18 per cent Web).”
Mobile App audiences are an important channel for marketers, to reach incremental audiences to their web and broadcast video campaigns, he says.
“Audience shifts to mobile devices – and more specifically to mobile apps – are aggressive. Marketers that take a device-agnostic approach to video screen buying will see the highest return and efficiencies on their video media buying.”
So what are the barriers holding marketers back, and how long are they likely to remain?
Cameron Dinnie, head of programmatic trading, Multi Channel Network (MCN), says that the barriers to mobile are disappearing. “Recent improvements in cross-screen measurement have helped to better define the size, scale and role of mobile measurement as part of a broader media buy.”
However, says Dinnie, there remain challenges around specific campaign tracking and the measurement of mobile return on investment. “Universal, accurate measurement of mobile audiences across devices is still lacking. Mobile web, with its strong reliance on cookie-based tracking, suffers from attribution challenges and post view tracking.”
Dinnie believes that improved user and campaign measurement will enable agencies and advertisers to optimise mobile campaigns and track the effectiveness of spend using basic campaign metrics, such as reach and frequency.
As brands become more familiar with mobile video, they are likely to be able to exploit more advertising opportunities.
“Mobile is obviously a highly personal and engaging device,” says Cameron King, head of digital sales strategy at News Corp.
“The brand building power of video with the distribution and intimacy of the mobile experience is an incredibly exciting combination. We see huge potential for the production of mobile-specific video formats that respect user experience and play with the powerful context of mobile browsers.”
King can also identify specific trends in mobile video viewing that are different to those typically seen on other platforms and content types. “The key times of mobile viewership are really complementary to desktop viewership. Whilst desktop traffic peaks in the middle to early afternoon, we’re really seeing a lot of (mobile) traction first thing in the morning and later in the evening.”
That insight has lead News Corp to develop morning commuter opportunities for news and information that are designed to drive conversation throughout the day. “We’re also developing product and content strategies specifically focused on second-screen and late-night viewing based on what is being broadcast on FTA TV, although consumers’ mobile devices are now their primary screen.