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THE CHALLENGES & CHANCES OF MOBILE OTV

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Increasing brand awareness, enhancing brand popularity and accurate audience targeting are the advantages of mobile video ads. These advantages make advertisers can’t wait to taste mobile video ads. The market size of mobile video ads in China is estimated to be 260 billion in 2017.

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Although the huge market of mobile video ads implements limitless business opportunities, there are series of challenges faced by mobile video ads. What are the exact challenges? And how can advertisers reverse the challenges to be opportunities?

Challenge 1: In-App environment

Advertisers can display video ad either in mobile site or In-App, but In-App accounted for more than 90% of the mobile time. It is undoubtedly a waste of opportunity to refuse displaying In-App.

According to YouTube research, 30% of Smartphone users would consume in retail shops within 24 hours after browsing In-App ads. The capability of pushing online & offline activities of In-App ads is huge, but the traditional Cookie monitoring is invalid in mobile and therefore it is difficult to track this effect.

To overcome the challenge, advertisers should adopt new cross-screen targeting and monitor strategies that match devices and users to capture the full picture of consumers’ multi-device paths.

Challenge 2: Insufficient of consumers’ attention

Research shows that the average consumers’ attention duration drops to 8 seconds in mobile environment.

The drop of attention duration could be a challenge for advertisers with a standard 30-second ad slot. But for advertisers embrace short video ads which are similar to Youtube’s 6-second non-skippable Bumper Ad, the drop of attention duration become a very good opportunity.  In fact, short video ads should be more effective than long one in mobile in terms of catering consumers’ interest. The introduction of short video ads is exactly aimed at mobile users.

Research also shows that short video ads are more attractive to young generation while long video ads can attract mutual consumers. Advertisers should analysis the target audience seriously in order to determine the length of video ads.

Challenge 3: Vertical Production of Video

Traditionally, videos are filmed horizontally. But this is contrary to how people generally use Smartphone, which is vertically. To overcome, advertisers should adjust the video creative or choose vertical shooting. This helps to maximize the advertising effect without rotate the phones.

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According to Facebook’s feedback about the effect of vertical video advertising, it helps to improve the users’ interaction and lengthen the view time. So, it is worth to invest in vertical production of video ads.

Get your brand ready for this new trend!

Source: hdtMEDIA

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