ARCHIVES: This is legacy content from before Marketing Dive acquired Mobile Marketer in early 2017. Some information, such as publication dates, may not have migrated over. Check out the new Marketing Dive site for the latest marketing news.

Mobile video ads perform 100 times better than online video ads: iVdopia

Jeffrey Hayzlett, former Eastman Kodak executive, ?Celebrity Apprentice? alum and author, said that mobile lets consumers interact and experience the depth of a brand like no other medium can.

Mr. Hayzlett, former vice president and chief marketing officer of Eastman Kodak and author of ?The Mirror Test: Is Your Business Really Breathing??, has joined the advisory board of video and rich-media mobile advertising network iVdopia.

Mobile Marketer?s Dan Butcher interviewed Mr. Hayzlett. Here is what he had to say:

What insight into marketing in general and mobile marketing/advertising in particular did you take away from your days at Kodak, and how will you apply that to iVdopia?
During my time at Kodak, we not only moved our product line from ?analog? to digital but our marketing as well.

We left behind more traditional forms of marketing, some which had been in place for years.

We did this to address the changing customer landscape that included mediums that were more social, personal, immediate, digital and interactive.

This included mobile marketing, which we recognized as an emerging yet very powerful medium that let users interact with brand in ways that other mediums just can?t provide.

Also, during my time Kodak, we began to use social media to a large degree as well which allow us to interact with and ?listen? to customers and prospects in ways we hadn?t been able to do in the past.

When I first met iVdopia, I quickly recognized that they were the pioneers of mobile video advertising, being the first to launch mobile video ad innovations that reaches users across all devices?imagine a single ad experience for your brand that plays across all smartphones, regardless of its operating system.

Their mobile video ad and rich-media formats are the first of its kind in the market and it is amazing to see how users spend time, interact and share this eye-catching ad experience through their own social networks.

Interestingly enough, iVdopia has also been the leader in launching the only video ad-serving platform for HTML5, called V5, which makes it possible for advertisers to serve a rich video ad experience on any mobile device.

As I began to work with them, I also found that they have partnered with some of the biggest brands in the industry to create multiple video ad formats that bring together the stunning visual effects and impressive direct response rates for a powerful interactive brand experience.

I believe that iVdopia is the one to watch out for and they will be a leader the mobile marketing industry.

What is the current state of mobile rich media and video advertising, and what is its potential going forward?
Currently, mobile marketing is thought to account for a little more than 3 percent of marketing?s overall spend, approximately $4 billion in 2010 out of an overall market of $288 billion in the U.S., and therefore somewhat of a niche market at this point.

Also, according to a survey by media-buying software company Strata, nearly one-third of advertisers say that mobile advertising is the focus of their interactive spend, up 107 percent compared to the first quarter of 2010.

However, given its potential, interactivity and portability, I think the potential is huge and mobile advertising should be part of every B2C company?s marketing mix.

In addition, new location-based targeting is going to change everything, since your mobile phone will be able detect the retail outlet closest to your location and then deliver a highly personalized mobile ad accordingly to your physical location.

Mobile is going to be one of the biggest media interaction tools for the consumer and what better than video advertising to attract and engage the audience.

IVdopia?s own data shows that mobile video ads perform close to 100 times better than Web browser-based video ads, allowing users to replay multiple clips, share with friends and spread the video virally.

With the wide range of campaigns running on the iVdopia network, I'm convinced that mobile video advertising is the way to go.

Why/how should a brand integrate mobile advertising into its 360-degree marketing strategy?
There isn?t a ?silver bullet? for marketing and effective marketing and advertising needs to take into account their audience and how and when they want to be marketed to.

A successful marketing strategy includes a mix of marketing mediums or channels to be considered.

However, studies have shown that the combination of mediums or multichannel communications has proven to be very successful.

However, I will say that mobile advertising is proving to be an extremely effective advertising medium, allowing portability and giving users the ability to interact and experience the ?depth? of the brand like no other medium can while allowing them to share their positive experiences with others.

Final Take
Dan Butcher, associate editor, Mobile Marketer