Three digital hot buttons: Mobile + Social + Video
Video is the latest social media trend. Vine, the Twitter-owned app, has become one of the most downloaded apps, soon followed by Facebook’s release of video recording for its already highly popular Instagram app. This rise in mobile audiences, combined with the skyrocketing growth of time-spent on social media platforms has created a great opportunity for advertisers.
Advertisers spent almost 1,300 percent more money on mobile video last year. Total spending on Internet advertising in Britain jumped by nearly a fifth in the first half of 2013 to 3 billion pounds ($4.85 billion), according to a recent IAB report.
The single most striking difference is speed. For linear TV, the media planning and buying and creative production cycle can easily last six months. On the online side, six weeks is a good average for the amount of time it takes to plan, buy and execute a full digital display campaign. In social, this timeframe can be compressed to six hours. Social enables near real-time deployment to a truly real-time audience.
Campaign planners are quickly realising that the social component of the campaign is much more than just a sponsored post or promoted tweet — its value lies in its versatility. From a messaging and deployment perspective, social is a game-changer.
Take for example, Lionsgate’s Texas Chainsaw 3D campaign which resulted in increased engagement across Facebook and Twitter, with a video start rate of 70% and a share rate of 33.79%. The results revealed that users who engaged with video content from an enriched post were more likely to share it.
Social is arguably the best way to build a truly authentic relationship with consumers, but mobile video has special considerations. It can start with the same approach used for video on the desktop, but it needs to be tweaked based on what’s more relevant and interesting from the point of view of a mobile user.
Once the mobile video ad is built, advertisers can keep the user engaged without linking to another app or pulling the audience out of their current newsfeed. All of the messaging and all of the opportunities to engage with audiences can now be done in a very natural way.
For example this Doritos ad below is customised for mobile phones invites viewers to share video clips on Facebook or Twitter. It presents a selection of video clicks and encourages viewers to pick the video clip they like best and then share it with their friends. By basing the ad around a video viewer that resembles You Tube the campaign is more familiar and inviting to viewers.
Today it’s even possible to use the same creative tools and campaign management platforms for mobile and online to boost ad effectiveness and to coordinate the two screens. It’s possible to have dynamic creative, retargeting, and a single repository for all of the campaign analytics.
In many ways, mobile and social are considered “new frontiers” in digital advertising, but in the very near future tablets will become the norm, while desktops and laptops will shrink to a very low market share. If advertisers start pushing the limits today, delivering mobile social and video together they will be well positioned to unlock that magical multiplier and drive higher ROI on their digital advertising investment.
By Deann Harvey
Deann Harvey is VP EMEA, DG MediaMind. She has over a decade of sales and marketing experience in building, developing and leading strategic solution sales. She joined MediaMind from Ebay-owned attribution vendor ClearSaleing where she was chief revenue officer and responsible for creating new business opportunities with advertisers and agencies. http://www.mediamind.com/