3 Tips for Marketing to Mobile Natives with Video
strong>ADOTAS – There is a lingering perception that mobile devices are transitional devices meant to keep us online and connected in between times when we have desktop access, but new survey data shows that is no longer true for many users. So, it is important to recognize how mobile usage is changing, especially across different age groups, when considering how to reach these users with marketing campaigns.
A recent Vuclip survey asked questions of more than 120,000 respondents worldwide and delivered some interesting findings for marketers.
Some of the interesting data includes:
- When considering an important purchase, 62 percent of respondents immediately look up information on their mobile devices, with only 10 percent waiting until they are back at a computer to do research.
- Respondents who were 18 and under answered that same question very differently, with 82 percent of them immediately consulting their mobile device.
- If you remove the 18-and-under number from the average, the average of respondents 19 and older who immediately look up pre-purchase information drops to 54 percent – which is an interesting majority.
This trend isn’t surprising, considering the new generation is entirely comprised of mobile natives who have grown up interacting with a mobile device, as opposed to the older generations of mobile immigrants who have learned to incorporate mobile as an on-the-go extension of their traditional way of doing things.
For the 18 and under crowd, every statistic about mobile devices is ratcheted much higher than every other demographic. 80 percent don’t get criticized for using their mobile phone around their friends, because their friends are using theirs, too. The mobile device is considered a status symbol for the younger crowd, as 78 percent have been ashamed to let people see their phone because it is too old, with another six percent ashamed for owning devices that aren’t considered cool. 82 percent said the first thing people notice about them is the type of phone they have.
While some of those statistics might sound troubling to mobile marketing newbies, they all reinforce how a mobile device is the central hub for a younger generation, which means a marketing campaign focused primarily on desktop users alienates mobile natives.
Another interesting finding, in a report from the GSMA and AT Kearney on the “State of the Mobile Economy 2013,” is that video is the key driver of data consumption growth for the industry, and that video data traffic will grow at 75 percent (compounded annual growth rate) between 2012 and 2017, ranking it higher than every other mobile application except texting.
Taken together, online marketers have pretty clear marching orders that campaigns must be mobile, and there is a growing affinity for mobile video content.
So, what can you do to effectively deliver mobile video content? Here are some tips:
- Create ad units that reduce the friction between users and content. Find innovative ways to engage users with your content, rather than just posting ads on the side of the screen for them to click
- Target mobile video channels. If your ad is for women, find a channel that delivers content for that specific audience
- Synchronize your mobile campaign with your TV commercials. Whether you launch a TV campaign on mobile first, or deliver your TV content on your mobile device, incorporate mobile into your plans to unify your brand awareness.
Mobile is no longer an optional part of an advertising campaign. It is becoming the main channel through which many users are going to interact with your content. The sooner you build mobile and video into your digital arsenal, the better off you’ll be in the long run.
No comments yet
Leave a Comment
- Gone In 10 Seconds: How the Pioneers of Snapchat Marketing Use the App to Build Their Brand
- SPECIAL REPORT: Ad Fraud and the Anatomy of a Botnet
- Survey: Effective Content Marketing Requires 10 or More Posts a Day
- Sharpen Your Marketing Strategy with Accountable Media
- Female Game Players are Stealing TV Advertising Budgets
Adknowledge Announces Launch of ‘AdStation International’KANSAS CITY, Mo., November 25, 2013 (ADOTAS) – Adknowledge is pleased to announce the launch of AdStation International, a global [...] more...
- Study: Dispop Trumps Google Display Advertising in Side-By-Side Comparison December 11th 2013 ADOTAS – Lest we forget, Google is an advertising company [...] more »
- Rubicon Project Strengthens Senior Leadership Team With Strategic New Hires December 11th 2013 LOS ANGELES, December 11, 2013 (ADOTAS) – Rubicon Project (www.rubiconproject.com), [...] more »
- UPDATED: Is Ex-PayPal SVP The Person Leaving Ginormous ‘Tips for Jesus’? December 11th 2013 ADOTAS — A New York waiter claims that Jack Selby, [...] more »
- Integrate and Silicon Valley Bank Ink $12.5 Million in Secured Financing December 11th 2013 SCOTTSDALE, AZ, December 11, 2013 (ADOTAS) – Integrate, the first [...] more »
- Pixalate Raises $4.6 Million to Bring Free Real-Time Ad Viewability and Fraud Detection to Brands and Agencies December 11th 2013 SANTA MONICA, Calif.,December 11, 2013 (ADOTAS) – Pixalate, a leading [...] more »
- Opera Mediaworks Reveals 6 Biggest Mobile Advertising Trends of 2013 December 11th 2013 SAN MATEO, Calif., December 11, 2013 (ADOTAS — In a [...] more »
- Survey: Effective Content Marketing Requires 10 or More Posts a Day December 10th 2013 ADOTAS – Marketers all have different opinions about how much [...] more »
- Gone In 10 Seconds: How the Pioneers of Snapchat Marketing Use the App to Build Their Brand December 12th 2013
- SPECIAL REPORT: Ad Fraud and the Anatomy of a Botnet December 11th 2013
- Survey: Effective Content Marketing Requires 10 or More Posts a Day December 10th 2013
- Sharpen Your Marketing Strategy with Accountable Media December 10th 2013
- Female Game Players are Stealing TV Advertising Budgets December 10th 2013
- Digital Media Specialist - Video
- Mgr Channel Planning (Social Media)
- SEO/SEM Analyst
- Manager Planner - Digital Vendor Marketing
- Brand Manager
- Why Social Media Will Live Past their “Expiry Dates”: [...] in social media stock prices. In May 2012, Facebook reported a $35 billion loss
- Chris Zaharias: Very interesting data. All respect due to Google for having built and scaled tools for
- Dick Bennett CEO: Richard, I (and my company)have been on this scene for years. We performed the initial
- CimatronE 11 Provides Italian Manufacturer With Major Gun Drilling Efficiencies | contractor-software.us: [...] SPECIAL REPORT: Ad Fraud and the Anatomy of a Botnet Click fraud, pixel-jacking and