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Bloomberg focuses on imagery in use of mobile video

NEW YORK ? Business and financial news provider Bloomberg uses the power of video and imagery to engage its audience across devices, according to a Bloomberg executive at the Mobile Marketing Summit: Holiday Focus 2014.

By presenting compelling imagery that conveys unusualness, technology or luxury, for example, Bloomberg has learned through extensive testing that its viewers will engage with the content connected with those images. To continue to engage users on any device, Bloomberg plans to maintain its multi-channel approach given a recent rise in video consumption via mobile.

"Bloomberg doesn't care what device our consumers are using; we just want to provide the best experience no matter the device," said Gregg Fenton, group head of consumer mobile and connected devices at Bloomberg, New York.

Mobile Marketer organized the Mobile Marketing Summit: Holiday Focus 2014. 

Tuning in
The ongoing increase of popularity associated with smart TVs led Bloomberg to initiate a core focus into high-quality video executions.

Bloomberg also realizes the organization of the TV market and exactly when consumers want to receive their news. 

The news provider believes new information should be delivered in the mornings, while maintaining an in-tune presence throughout the day by providing ongoing coverage of daily events. To cover the day?s events in the evenings, Bloomberg aims to provide analysis, commentary and an overall recap for its viewers.

When video is executed effectively, the viewer is led to read more and seek out the written news coverage, which is Bloomberg?s overall goal.

Bloomberg?s mobile team continues to use live data to measure the success of its video presentations and then adjust and repeat those efforts.

A blooming movement
The emotional influence of video has shown to maintain and encourage further user engagement, and is used in a variety of ways, such as ads, news coverage and user submissions.
Fox Sports Regional Networks is leveraging social media and a fast mobile-video platform to produce original video content and connect with local sports fans and viewers.

Under a multi-year licensing agreement, Fox?s on-air talent and producers are using Burst?s mobile-video platform to report on games and team events by filming and showcasing behind-the-scenes content that will then be pushed out on Fox Sports? digital platforms and on social media in real time. The deal underscores mobile?s value as a way to build deeper fan and viewer brand engagement (see story).

Online urban guide and review site Yelp enables its application users to upload short-form video content directly on-page to fully capture the atmosphere of a restaurant, store or other small business.

Through video cloud platform Brightcove, consumers may post clips up to 12 seconds long. This evidences that brands are distancing themselves from traditional advertising, whose metrics are hard to calculate, and into original video content ? material that is created not to sell but to engage (see story).

Video can garner engagement in many ways, and the channel will likely only become stronger as video consumption via mobile devices continues to increase.

"The use of smart phones is only going to increase," Mr. Fenton said. "The numbers that we have available to us now will be different in one month's time, and 50 percent of smartphone users watch videos on those devices. 

"Our viewers react to visual cues so we aim to appeal to those viewers with the use of imagery through video."

Final Take
Gregg Fenton is group head of consumer mobile and connected devices at Bloomberg, New York