Can you believe it was only 10 years ago that Apple introduced the first iPhone? When the little pocked-sized super-computer first appeared in June 2007, it only sold 270,000 units in its first weekend. Microsoft bosses laughed in its screen: for the pricey sum of $500 it was only 4GB and didn’t have a keyboard… However, with the introduction of the app store, the smartphone industry has exploded and continues to shape how we listen to music, travel, shop, pay, photograph and communicate. It’s strange to think that the likes of Uber, Instagram, Snapchat and Air BnB might not even exist. Entire industries have been created as a result of mobile technology and our viewing habits and demands have changed as a direct result. The video industry in particular has boomed with over 85% of mobile activity involving video.
So ask yourself: has your advertising campaign adapted to keep up with the demand of mobile technology?
Here are 5 MUST DO pointers to make your video advertising campaign a success.
1. 48% of marketers plan to add YouTube to their content strategy in the next year (HubSpot) – if you haven’t got YouTube for your business get it now!
2. Any video you make MUST be optimised for mobile viewing (it should go without saying that your website is mobile).
3. 50% of web users look for videos related to a product or service before considering a purchase (ThinkWithGoogle). If you haven’t got a service explainer video or a brand film, make this a priority. By using location-based technology you can make your communications more relevant and geo-target your audience.
4. Marketers who use video grow revenue 49% faster than non-video users (TellyJuice).
5. 85% of Facebook videos are watched without sound so make sure your video has subtitles or is designed to work completely mute. (Digiday)
Blame iPhones if you wish, but video is commanding an ever-increasing chunk of marketing budgets to fall in line with mobile consumption habits and social media users. In the Drum’s Creative Transformation session, Rebecca Fennelly (Head of Brand at Joe Media) stated:
Video opens up a huge opportunity to any brand that is willing to invest … Brand building is massively important, but it needs to be done in the right way.