Currently in Mobile, ensuring an optimal user experience not only curbs ad-blocker adoption, but also increases the effectiveness of advertising, creating a win for both publishers and advertisers.
1. Develop sound off as the default setting
Auto-play sound is a forced feature that users find to be intrusive.
Mobile video ads should embrace opt-in audio to reduce users’ perceived intrusiveness of the ad. This will also require advertisers to be even more strategic about the use of branding imagery and requires that the messaging comes across clearly through the visual creative.
2. Consider a vertical aspect ratio
Users frequently consume content with their mobile device held in the vertical position.
Video ads are almost universally optimized for a horizontal view. This forces the horizontal aspect ratio to become reduced when the phone is held vertically.
Advertisers should consider leveraging creative that is developed in a vertical format to ensure the users see the maximum area of the video ad.
3. Think about the screen size
Mobile devices, especially smartphones, feature a much smaller screen size than TV or computers.
Many ads use creative that is intended for a large TV screen but may contain details that are lost when users view the ads on a smaller mobile screen.
Mobile video ad creative should take into account that fine visual details may be lost and use bold, visible imagery throughout the ad.
4. Know that ad length matters
Consumers tend to have shorter attention spans on mobile and a higher likelihood to find mobile advertising intrusive.
Ad retention drops significantly at the beginning of digital advertising and even more so on mobile.
Brand impact is the strongest within the first 10 seconds of a view.
Advertisers should consider optimizing for shorter video ads and make sure that messaging and branding is strong from the start.
5. Consider multiscreen viewing
As more than 80 percent of users turn to their mobile devices while watching TV, mobile should be a focal point of any video campaign, not just TV’s ancillary.
MOBILE VIDEO ADVERTISING is no longer an emergent opportunity. It is an essential component for a competitive advertising strategy.
In many cases, mobile campaigns are the cornerstone for a successful media buy.
Mobile-first is no longer a marketing gimmick. It is the basic tenet of the new advertising reality.
Successful mobile strategies will determine which brands and publishers alike will flourish within this new user-driven world.
Bertrand Quesada is CEO of Teads, New York. Reach him atbertrand.quesada@teads.tv.
Credit: http://www.mobilemarketer.com/cms/opinion/columns/22918.html?utm_referrer=direct%2Fnot%20provided
