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Mobile video is linchpin for marketing success

Marketers in all verticals have been incorporating mobile video into their efforts. Whether the goal is to drive brand awareness or purchase intent, mobile video is on the rise and companies are increasingly allocating their television advertising dollars to the emerging channel.

Companies are strategically incorporating mobile video as part of a bigger portion of their TV and video initiatives. 2012 has been the tipping point in mobile video adoption and marketers are really starting to take notice.

?TV has been the linchpin of brand building for over 50 years as video ads have what it takes to make an emotional impact ? sight, sound, motion and emotion,? said Ujjal Kohli, CEO of Rhythm NewMedia.

?And the consumer is in a lean-back state to receive the message,? he said. ?Mobile video has all that and adds five breakthrough advantages over TV including interactivity, precise targeting and frequency control, equal viewing throughout the day avoiding the crush of prime time when ads are skipped, tight linkage to social media and capability to instantly measure ad impact.

?Mobile video is gaining rapidly in scale, and we think it will be the best brand medium ever.?

Driving adoption
As with any new medium, early adopters are already using mobile video actively.

However, it is important for bigger brands to jump on board as well.

?We have large advertisers that reallocated TV money to mobile video,? Mr. Kohli said. ?They think it is better than online video as it is full screen and immersive. 

?And those are why mobile video has an unprecedented 90 percent completion rate,? he said.

According to Mr. Kohli, consumer packaged goods and telecommunication companies, as well as the travel, entertainment and automotive industry are the leading spenders in mobile video so far.

?More than 200 major national brands have advertised with us so far and we see that number growing,? Mr. Kohli said. ?Also, the average spend level per campaign is going up strongly.

?And finally, many more brands are discussing upfront buys with us, where they commit their budget for the year in advance, in return for reserving premium inventory, which is limited,? he said. ?By premium we mean video ads run in front of video content that is top tier.?

Mobile video
Companies such as Dr. Pepper, Visa and Lay?s have all incorporated mobile video into their campaigns.

For example, earlier this year Lay?s looked to increase its social presence by running mobile video ads within Hulu?s iPhone application.

The campaign let consumers to the company?s Facebook page and, ultimately, drove Facebook ?Likes.?

The mobile video campaign promoted the company?s classic potato chips. The 35-second video centered around a women who is munching on the snack (see story).

Additionally, PepsiCo?s Dr. Pepper ran mobile video ads that let consumers learn more about the brand and connect with social media (see story).

Most recently, Visa made mobile a big part of its Olympic sponsorship with an effort that encouraged consumers to get involved in the social-media-driven Go World campaign.

Visa flaunted its Olympic sponsorship through video-heavy mobile ads (see story).

?If the goal is brand awareness or brand recall or purchase intent, mobile video is the linchpin for marketing success,? said Saurabh Bhatia, chief business officer at Vdopia. ?Across these parameters, mobile video is the best performing ad unit hands down.

?More than 33 million unique users watched video on their mobile devices just in fourth quarter of 2011,? he said. ?If you add reach of mobile video advertising ? including non-video content like gaming, apps and mobile Web ? this numbers reaches more 70 million, which is huge.?

According to the executive, 2012 has been the tipping point in mobile video adaption by marketers.

?By 2013 mobile video will account for 64 percent of total mobile traffic,? Mr. Bhatia said. ?Mobile video streaming traffic will surpass all Web and Internet traffic by 2015.

?Also, the key trend that we are seeing is growth of HTML5 video adaption,? he said. ?My prediction is that local, mobile, video advertising will emerge as a key advertising parameter and will start eating into the share of local cable and local OOH Media."

Final Take