Consumers are four times more likely to get information about a product from video materials than from a text description. 90 percent of people buying online admit that video influences their purchasing decisions.
According to the media agency Zenith, spending on video advertising in Poland will grow by 33 percent this year. However, for such activities to bring the intended results, proper preparation of the campaign is necessary, especially in mobile channels, which are gaining increasing popularity.
As Grzegorz Chyliński, CEO of Adrino, the largest mobile advertising network in Poland, notes, until recently video advertising was treated as one of the possible options in the portfolio of marketing activities. Today it is a key element of every campaign. – This is happening not only because video is gaining an ever larger share of total internet traffic, but also because this way of conveying content is more readable for users – adds Chyliński.
When planning a video campaign, it is worth adopting a 'mobile first' approach. Why? – Firstly, a smartphone is a device that most users practically never part with during the day, also when they do not have access to a desktop device. Secondly, the scale of ad blocking in mobile channels is still incomparably small compared to desktop devices. For example, a 2015 study by PageFair and Adobe reported that only 2 percent of ad impression blocks occur on mobile devices. This is particularly important given that Poland still leads in terms of the popularity of ad-blocking applications – notes Dariusz Werelich, Head of Sales, Adrino.
5 rules of an effective video campaign in mobile channels:
-
Know the users' preferences
From a technical standpoint, an effective video should meet the way users use their phones on a daily basis. Most of them browse the internet holding their smartphone vertically, so it is worth creating video in this format as well. What is more, we often use mobile devices in public places, which forces the sound to be muted. Video should be readable in this mode as well, or equipped with subtitles.
-
Adapt the form to the medium
What will look good on a computer screen will not necessarily be readable when displayed on a phone.
-
Time matters, which means video cannot be too long
The vast majority (70 percent) of marketers surveyed by YourAppi believe that the optimal length of video displayed in mobile channels is 15 seconds or less.
-
Create useful content
Use the video format to convey information about a product or service that is difficult to convey through text. Focus on so-called how-to videos.
In order to properly determine the effects of our activities, it is essential to choose a proven measurement technology. For this purpose, ad server solutions tailored to the specifications drawn up by the Internet Industry Employers Association (IAB) for video content published on the web, such as VAST or VPAID, are often helpful. In addition to standard effectiveness measurement indicators such as impressions or clicks, depending on the campaign goals, we can measure, for example, the length and time of the material watched, complete video views, or the way in which the user interacted with the content. Support in the effectiveness measurement process can also come from selecting a tool for measuring video ad viewability that meets the guidelines set by the MRC (Media Rating Council).
About Adrino
Adrino is the largest mobile and internet advertising network in Poland, present on the market for 4 years. Ads delivered by Adrino are present in more than 320 websites and 100 applications, and record more than 1.2 billion impressions per month. The company's team consists of several dozen experienced specialists. Adrino cooperates with the largest publishers and media houses in Poland, providing services such as creating advertising campaigns in mobile versions of websites, portals, and applications, delivering mobile marketing solutions and technology for the execution, measurement and optimization of advertising campaigns on mobile devices.
Terms from the article
Advertising expenditure — AdSpend — the advertising market. The total value of media buying in a given period, broken down by channel: television, internet, outdoor, radio, press, cinema.
Why it matters: A point of reference for your own budget and the basis for a conversation about the category's share of the advertising market.
When to apply: During annual planning, competitor analysis, budget discussions with the board.
What happens if you ignore it: Without market data, "we increased the budget by 10%" means nothing — if the competition increased theirs by 30%, your share of voice fell.
