With new advertising formats emerging, UK video ad spend to triple between 2016 and 2020.
Video marketing has become a key consideration for entrepreneurs in the past couple of years. Mobile specifically presents an increasingly attractive channel for brands to incorporate their advertising campaigns that are movie.
In the UK, video now accounts for 63% of total ad spend.
As advertisers invest a large proportion of the budgets at the latest innovations, the actual question is: which format is very likely to generate the highest level of the ROI?
Vertical video advertisements are in, mid-roll advertisements are out
There is not any denying that the extent for video advertising on cellular is vast.
Mobile video intake is on the brink of traditional channels, with 57 percent of consumers streaming video on their devices compared to 58% through laptop and desktop.
Viewing habits are changing in the UK as consumers now spend far more time in apps than on mobile websites (81% vs 19% respectively).
Marketers are moving away from traditional banner formats
As a result, savvy marketers are moving away from traditional banner formats — that tend to be more effective on a bigger screen such as a desktop computer or laptop — and are starting to adopt new formats such as ones that encourage the IAB’s MRAID (Mobile Rich Media Ad Interface Definitions), that allow interactive video ads to stream in-app for a optimized viewing experience.
Maintaining and improving the user experience should remain high in mind when experimenting with new ad formats.
When a reader is scrolling, consider.
Vertical formats — while using the display that offer a more natural viewing experience for users — are gathering momentum. As entrepreneurs fully realise the value of video in mobile, adoption of the format will expand immensely.
Circumstance is becoming an increasingly important element of the marketing plan
Context is also becoming an increasingly significant element of the marketing approach and this is especially true for mobile, in which different versions of an ad can be served depending on an individual’s particular location, action, internet connection, or local weather conditions at any given time.
The evolution of new capabilities like Dynamic Creative Optimisation (DCO) — that allows marketers to correct an advertisement creative at the moment depending on the audience — are helping ease the optimisation of an entire host of mobile marketing campaigns from initial prospecting to retargeting.
Consumers may be targeted more accurately, which means wasted impressions, as dynamic real-time editing becomes more complicated. This is a huge incentive for marketers to incorporate some level of advertising that is video in their cellular campaigns.
There has been a great deal of speculation concerning the format, which is presently being analyzed by Facebook.
Since Facebook requires advertisements to last at least 90 seconds, it increases the odds of users left the movie. It’ll be interesting to see how the format fares at the long term.
The Best mix of ad formats will be diverse
Using a deluge of formats accessible entrepreneurs should concentrate their efforts on finding ways to leverage many different ad formats that have shown to strike the optimum balance between consumer experience and participation.
New formats emerge frequently, even though this might look to be a tall order. The concept — TV a five-second ad delivered via audio and video, compatible with not only mobile but radio and societal media — could provide the winning formula for both marketers and consumers.
Diversity of ad formats is vital
Both the length and the load rate will probably be sufficient to entice a consumer’s attention long enough for them to view the content when providing a brand experience.
Furthermore, with publishers monetising their inventory in fully ad-supported environments — where consumers aren’t required to subscribe to access content — the simple fact that a five-second video qualifies as a format that is non-skippable guarantees greater vulnerability, boosting the value exchange between the consumer and brand.
Diversity of advertising formats is key — marketers should use this unit along with many others as part of a strategy to reach consumers across touch points.
So as advertising embarks on a new era prompted by the explosion of mobile video intake — and advances in ad technology that is video — marketers can be certain they are ready to adapt and succeed as movie becomes a dominant advertising medium for years to come.
