February 14, 2017 Advertising Techniques

Mobile devices are definitely here to stay. In fact, they’ve been evolving tremendously in terms of data storage, size, speed, and connectivity. They’ve also been changing the way we interact with each other. Another area that these mini computers have been effecting change is in the field of advertising. In particular, video content hosted and streamed through a mobile video platform seems to be a future trend in advertising techniques. The following simply shows why this seems like a certainty for Australian digital advertising companies.

More Gen Y Mobile Users are Older Now

Although teens today access the web and stream videos through their phones and tablets more often than Gen Y users, they lack the purchasing power that the latter group now possesses. Referred to as Generation Y, those kids in the nineties grew up using computers and were the first ones to use mobile phones and tablets. Now, they’re mostly in their thirties and have salaried jobs that make them a better demographic group to target through video marketing. They happen to like watching music videos and movies through the Internet, too.

More Aussies are Using the Second Screen

The second screen refers to mobile devices like smartphones and tablets that TV programs have begun using as supplementary media to increase their viewers’ engagement with their shows. For example, producers of reality shows or drama series have started asking their viewers to vote for a reality star or a fictional character that they liked or hated. Naturally, advertisers will be clamoring for a spot to place their products on the voting pages where the mobile users visit. This increases brand awareness with an audience that has the same demographics of the product’s target market.

Mobile Users are More Relaxed and Accepting of Video Ads

According to marketing reports, mobile users often view videos on their smartphones and tablets rather than watch them on TV with a DVD player. Also, mobile users frequently watch videos and play games through their phones or tablets whenever they have to wait for someone to arrive or something to start. Moreover, many people use their gadgets most frequently after work hours when they wanted to unwind.

These kinds of user behavior towards mobile devices encourage a more laid-back attitude towards watching video ads before it streams or in the middle of it. In addition, video content that’s geared towards a certain demographic, such as fanatic gamers or TV show followers, effectively leads to conversions compared to broadcasting these ads at random to viewers.

Linear video ad formats preferred by most advertisers include pre-roll and mid-roll ads. They also like non-linear companion ads that surround a related video content. They may set these videos to play automatically like with in-stream ads or expand them into video outlays covering the rest of the page. These are considered less intrusive than email marketing techniques or contextual advertising, which uses cookies to track user behavior. In contrast, the placement of video ads is determined by the video content and not by the viewers’ surfing habits.

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