Brands such as Tide, McDonald’s and Snickers are steadily incorporating
mobile video into their overall initiatives to drive awareness and
sales. However, marketers need to be digging deeper into the analytics
around their campaigns to gauge success.
Given the immersive
qualities of video on a small screen, it is not surprising that mobile
video click-through and completion rates are high for the medium.
Simply
knowing that a consumer watched a video is not indicative of what a
consumer did after the clip ended, though.
For
campaigns with the goal of driving an action, ROI can be measured by looking
at top level-engagement metrics like click-throughs but it's also recommend
that clients look beyond the click and go deeper into
granular data like time spent and actions performed on the destination
site before exiting the ad experience.
With
social becoming such an important part of a brand's key performance
indicators on campaigns, it's recommended that brands look beyond
the "Like" and actually develop an action plan with CRM tools that can
help them activate these mobile consumers who have raised their hands
and clicked through to the brand's Facebook page to “Like” the brand.
Mobile measurement
Mobile
video tends to be cut shorter than other video formats to best capture
mobile users’ short attention spans, meaning that consumers have less
time to take an action.
To dig deeper into how consumers react to
these short pieces of video content, AdColony recently commissioned a
study with Nielsen Co. and Ignited that looked at how consumers
responded to an ad for Universal Pictures’ film “Contraband” when mobile
components were thrown in with a television spot.
The
combination of TV, tablet and smartphone mediums resulted in a 72
percent increase in purchase intent in consumers interested in buying
tickets for the film.
The study also found a jump in brand
recognition. Fifty-five percent of the consumers who only watched the TV
ad remembered the ad afterwards. When the was ad shown across TV,
smartphone and tablet platforms, 93 percent of consumers remembered
seeing the ad, which is a 69 percent increase from the sample group of
TV-only consumers.
A mobile video ad from ScionMobile video advertising is effective for both brand building and driving an action. It
brings together the best of both worlds — an HD TV viewing experience
coupled with the interactivity and actionability of online.
Leveraging
mobile video for brand building is a great option because of mobile's
reach and ubiquity among consumers. At the same time, mobile video is
well suited for driving calls-to-action for interaction and engagement.
Multiple touch points
According to Ujjal Kohli, CEO of
Rhythm NewMedia, Mountain View, CA, there are five main measurement metrics around mobile video.
Completion, engagement, context, brand lift and attribution metrics are all important.
Completion
and engagement metrics include click-through rate but also pull in
other factors including completion rate, frequency distribution and time
spent inside an ad unit.
Context metrics answer the question,
“How premium is the context around which the ad is running?” Context is
key to developing relevant mobile advertising for consumers and can be
particularly important for high-class brand advertisers.
Brand lift metrics measure factors such as brand recall and preference.
The
last type of metric — attribution — measures purchase rates that can be
tied directly to an ad. Depending on the brand, this could arguably be
the most important metric for retailers and brands that want to tie a
mobile video directly to sales.
Therefore, it is key to keep calls-to-action prominent and clear on the ad units.
Victoria's Secret recently used mobile video to drive in-store traffic and online salesAccording
to research from Rhythm, mobile has a leg up over online as far as
completion rates go. The company claims that its mobile video ad unit
average an 89 percent completion rate compared to a 68 percent
completion rate from online units.
Additionally, tablets are
playing a major role in how consumers swap out their TV sets to watch
digital video, which has implications for how brands allocate their
marketing budgets.
Per Rhythm’s newest report from the second
quarter of 2012, 58 percent of tablet users watched videos and shows
more than once a week on their devices. Eight percent of consumers said
that they watched video once a week on their devices, and 22 percent of
users watched videos less than once a month on their devices.
While
traditional TV advertising is limited to pure branding, interactive
mobile video ads can deliver branding, consumer engagement and sales.
Tracking users
According to Michael Burke, cofounder and president of
adtivity by appssavvy, New York, brands need to track a user’s every move inside a mobile video ad to get a grip on how campaigns are performing.
“We
are breaking up video views by the second to see how many people view
it in its entirety, to how many dropped off every second along the way,”
Mr. Burke said.
“In looking at these metrics, advertisers can
understand which audiences are watching the longest as well as what
people are doing when they are most likely to complete the video,” he
said.
Additionally, timing is critical to find a way to
incorporate a mobile ad in a way that is not intrusive. Therefore,
placing a video around contextual content can help marketers drive ROI
on their campaigns.
“With mobile it is key that video is not interrupting the experience, but rather complementing it,” Mr. Burke said.
“The
call-to-action, such as add to Passbook or calendar, find a movie time
or register for an event are all possibilities if they are presented at
the time that someone is in the mindset to complete such an activity,”
he said.
-Lauren Johnson, Mobile MarketerNo time? No video expertise? Not sure where to start?
Call Jeff at 888-712-8211 today!
Sign Up FREE
VMakers - The easy way to create, manage and market your videos.
Trusted by Disney, Warner Bros, NBC, Paramount, CBS and ABC.
info@VMakers.com
