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30 2011

Mobile Video Comes of Age

Posted in Mobile Video | 0 comments
Mobile Video

Mobile Video Comes of Age

A lot of people I talk to seem to dismiss mobile video as a non-viable aspect of the mobile revolution.  They assume that mobile videos is too ‘heavy’ for the mobile environment and really doesn’t have a place.

As you can tell, this article explains why so many are dead wrong about the potential of mobile video and three innovative ways that mobile video can be used:

Click to purchase product placement
A click to purchase product placement within mobile video solves both user experience and data challenges simultaneously. By meta-tagging each frame of the video, a viewer has a simple one-click experience to purchase any product in the scene. For example, music videos overwhelmingly feature product placements to finance the cost of production. A fan watching her favorite pop star’s new video can simply click to purchase a product. For example, a consumer could buy the high heels worn by Beyoncé in her latest music video on the spot, learn more about the shoes, enter a contest to meet Beyoncé, or any number of other actionable marketing activities. This is a fully integrated experience where the consumer is empowered with the choice. In turn, this saves data and cost for both the user and the brand by saving on wasted clicks and video delivery to an uninterested audience.

Click to video
The ability to click on a banner that directly launches a mobile video is a low friction ad unit. Since there aren’t any intermediate pages and clicks required, consumers see a banner promoting the latest movie and they can choose to click to either watch the movie trailer, watch images from the movie, purchase tickets, or do nothing. If a picture is worth a thousand words, then a video is worth a million, but the idea here is to provide as rich an experience as the consumer wants rather than forcing a rich media ad down the consumer’s throat. This ad unit gets the message out in the most efficient manner with stronger integration and a solid user experience that doesn’t waste data.

Video alert
Take for instance fans and loyal brand users — whether it’s a music fan, a Food Network junkie, or anywhere in between. We’ll keep in theme with our music fans, and choose a tween devoted to Justin Bieber. A Bieber fan could sign up at Justin’s fansite for any new videos, and an alert is sent when a new video is available. It’s a targeted term and an extremely defined target market, so advertisers know the demographic they are getting and can accordingly pitch their products in a pre-roll, post-roll, or interstitial delivery approach. It’s a win-win because the fans get the content they really want and are therefore more open to using part of their data cap on this.

These ad units are technically feasible today, with current development underway. In fact, the click-to-video ads as well as the video alert ad units are already in use by some of our advertising partners worldwide, and the click-to-purchase product placement ad unit is currently limited only by the meta-tagging of individual frames of the video. This meta-tagging is underway at many of the top media houses, and there are outsourcing stops that do it.”

What is the most interesting about mobile video is its ability to go viral.  When your mobile video DOES go viral, you have just been given the keys to the kingdom- a huge audience at a fraction of the cost of ‘traditional medium’

Maybe it’s time for all of us to set aside our prejudices regarding mobile video and examine it as an exciting new marketing tool. What do you think?

For the complete original article  on Mobile Video.

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