Where They Share Mobile Video

From yesterday’s post, we learned how prevalent mobile video sharing is and how the affect of that activity can help your business.  Today, we’ll look at where mobile video viewers share mobile video.  Knowing the avenues where consumers share video can help you create better opportunities and targeting tactics.

• The top place mobile video viewers share information is through social media, Facebook in particular.  Overall 56% of people who shared mobile video, shared it through social media

• Over four in 10 mobile video sharers used a significantly more low-tech approach – They showed the video to someone else on their device

• Nearly 40% shared a mobile video via text message

• One-third emailed a mobile video to someone else

• Three in 10 sharers used YouTube

What Does This Mean To You?

This points out how engaged mobile users are with social media.  Social media is becoming a mobile first function.  In the past year, the amount of adults of adults who have accessed social sites on a mobile phone has increased by over 60% nationally.  Among millenials, over 40% currently access social networks on their mobile phone.
Mobile social networkers are looking at your social content and what people have posted about your business.
When was the last time you looked at the comments people have left about your organization on your own social sites?
How often do you search other sites for comments about your company?
Does your social reputation encourage consumers to shop your business?
Bad business reviews, negative information and misleading posts can cost you customers. As a business, you need to pay attention to your social reputation because potential shoppers are.
For more information about effective social media strategies, please contact your Orlando Sentinel Media Group representative or:
Al Fiala
Advertising Research Manager
407.420.5702
afiala@orlandosentinel.com
www.orlandosentinel.com/mediakit

Source: IAB; eMarketer; The 2012 Scarborough Report, Release 1

Mobile Video Gets Shared

One of the benefits of digital is the ease at which users can share content and your message. When someone shares content or advertising appended to it, they are basically giving their endorsement of it. That endorsement gives the shared content added value and people who receive it will usually pay attention to it. New research is out that shows how often consumers share mobile video and the impact it could have on your message.

• The number of adults who have watched video on their mobile device has nearly doubled since last year

• Nine out of 10 mobile video viewers have shared those videos with another person

• 16% say they share mobile video on a daily basis

• One-third share at videos weekly

• Just over 15% share mobile videos on a monthly basis

• Roughly one in four share in frequently

What Does This Mean To You?

Videos are a tremendous engagement tool. Consumers don’t just pay attention to it, they seek it out. Pre-roll video gives you the ability to combine your message with wanted content. Because mobile video is shared so often, your message can become viral.
There are two things you can do to make your pre-roll video more effective.
Keep it short – Consumers tend to switch away from pre-roll videos that last more than 15 seconds
Keep it focused – If you can target your message to the content on the video or the audience that would most likely view the video – your message will be more relevant. For more information on creating a viral message, please contact your Orlando Sentinel Media Group representative or:
Al Fiala
Advertising Research Manager
407.420.5702
afiala@orlandosentinel.com
www.orlandosentinel.com/mediakit

Source: On Device Research; eMarketer; The 2012 Scarborough Report, Release 1

Actions Taken After Viewing A Video Ad

Video is one of digital’s top tools for building engagement and consumers seek out product video content. But what actions do consumers take after watching a video ad?  A new research study looks at what happens after consumers watch video advertisements.

• Over 30% of consumers visited the brand’s Facebook page

• 28% clicked to the site

• Just over one in five watched the video a
second time

• 17% visited the brand’s YouTube page

• 1% visited the company’s twitter feed and another 1% emailed the brand

What Does This Mean To You?

With video leading so many consumers to social media, you social reputation is extremely valuable.
The consumer has just finished watching your video and goes to your Facebook page.  The last thing you want is for them to be confronted by negative product information or posts about bad customer service.  A majority of shoppers say they will not shop at a store that has negative comments or questions in their social presences.  You need to make sure you are promoting positive comments – turn these into virtual testimonials. At the same time, you need to do whatever you can to mitigate bad information and answer any questions that arise.
When was the last time you looked at comments left about your business?
Social media can be a powerful ally in building your business, but negative comments will keep customers from visiting your location or buying your products.  For more information on how to build up your social reputation, please contact your Orlando Sentinel Media Group
representative or:
Al Fiala
Advertising Research Manager
407.420.5702
afiala@orlandosentinel.com
www.orlandosentinel.com/mediakit

Source: eMarketer; Jun Group

Attracting High End Shoppers

Yesterday, we talked about the value of a loyalty program in engaging the wealthy shopper.  Today, we’ll look at what digital features experts think attract affluent customers.  A new report chronicled the functions that luxury advertisers plan on increasing use of this year. This information can help you gain the attention of upper end shoppers and get results.

• Nearly 70% of luxury brands plan on using more video and mobile to reach affluent shoppers

• Nearly half will employ social media

• 45% will deploy rich media solutions

• Nearly 30% are going to be increasing their investment in search

• One in six will be moving more assets to standard online display positions

 What Does This Mean To You?

In yesterday’s post, we showed you the amount of adults who have mobile devices.  High income consumers are very tech savvy.
Nationally, among consumers with household incomes of $75,000+:

• Nearly two-thirds are social networkers

• Over 30% accessed a social network from their mobile device in the past month

• 87% shopped online in the past year – that’s nearly 40% higher than the general public

• They are also 42% more likely to make an online purchase

• Nearly one in four read or contributed to a blog

• Four in 10 viewed video clips online

• Over 70% are texters

There are many digital devices that affluent shoppers rely on.  For more information on using them to create awareness and visibility for your business, please contact your Orlando Sentinel Media Group representative or:
Al Fiala
Advertising Research Manager
407.420.5702
afiala@orlandosentinel.com
www.orlandosentinel.com/mediakit

Source: Martini Media; Digiday; The 2012 Scarborough Multi-Market Report, Release 1

Following The Mobile Money

Businesses worldwide are continuing to invest in mobile technologies to reach consumers and sell more goods & services.  There are many different types of  marketing tools that your business can deploy to improve results.  A new report has been released that shows what types of mobile marketing companies are currently using and will be spending money on in the future.

• US companies will spend over $2.6 billion on mobile advertising this year, that’s an increase of over 80% from last year

• In 2016, mobile spending will approach nearly$12 billion

• Nearly half of all mobile spending, almost $1.3 billion, will be done on search.  By 2016, spending on search will eclipse $5.5 billion

• Over 40% of mobile ad spending this year will be done on display.  Rich media ads are the top type of display ads purchased.  Nearly $500 million will be spent on mobile rich media display advertising

• Banner ads are the second most popular mobile display ads with over
$450 million being spent on them this year.  In 2016, spending on them will top $2 billion

• Mobile video ads are poised to see the biggest jump.  Last year, $68 million was spent on mobile video ads.  This year, that number is forecast to jump 122% to over $150 million.  Next year, spending on mobile video advertising is expected to nearly double to over $300 million and hit over $1.18 billion by 2016

• This year, mobile video made up 14% of mobile display spending and 6% of total mobile spending.  In 2016, mobile video will increase its importance and make up 20% of mobile display spending and 10% of total mobile spending

What Does This Mean To You?

Creating a sound mobile strategy is pivotal in your success.  Part of that is knowing where your competitors will be putting their dollars.  It’s a good bet they will be doing some kind of mobile marketing.  Since so much money is going to be spent on search, you need to develop sound SEO tactics.  Search is one of the top ways that consumers find local businesses.  Video is also very important,  consumers are extremely engaged with mobile video.  For more information on how to develop a mobile strategy that helps you gain a competitive advantage, please contact your Orlando Sentinel Media Group representative or:
Al Fiala
Advertising Research Manager
407.420.5702
afiala@orlandosentinel.com
www.orlandosentinel.com/mediakit

Source: eMarketer

Product Video Moves Apparel Purchases

We recently featured information on how consumers seek out and value product-based videos.  When it comes to apparel shoppers, product videos also encourage consumers to make purchases.  A new study looks into the types of video apparel shoppers watch.  As we approach Fall and weather begins to cool off (although here in Central Florida, it seems like that cool will never come), video can help your business maximize your ROI with apparel customers.

• Four in 10 shoppers visited a store or retail web site after watching apparel videos online

• Over one in three consumers watched customer testimonial and review videos

• Nearly 30% watched videos received via email

• Over a quarter watched user-generated videos

• 25% watched videos that appeared elsewhere online or on a TV network web site

• Over 20% watched videos from a professional reviewer

• 16% watched a video that appeared in on-demand content

What Does This Mean To You?

Video ads boost awareness, recall and among apparel consumers, they increase shopping behavior.  Knowing the ways consumers get video and the types they tend to watch can help you fine-tune your message
Email – Utilize your current email programs to deliver video.  With users finding this type of content a value – they are more likely to look forward to and open your email communication.  Make sure that your email falls within regulation guidelines
Social Media – Consumers watch user-generated content.  User generated content videos are a major purchase influencer of millennials (adults age 18-34).  Include user-generated video into your social presences to increase engagement.
Networks – Digital ad networks not only give you great targeting capabilities, they allow you to extend your message across national sites but ensure only locals see the ads.  For more information on how to effectively use video to
get better results, please contact your Orlando Sentinel Media Group representative or:
Al Fiala
Advertising Research Manager
407.420.5702
afiala@orlandosentinel.com
www.orlandosentinel.com/mediakit

Source: eMarketer; Google; Compete

Top Tablet Content

Over the past couple of days we’ve looked into the growth of tablets and who the device users are. The top reason people use tablets is to access information or content.  This year, nearly 70 million tablet owners will access content on via their device.  Year over year, the number of users has more than doubled. Many types of content that tablet owners access can help you connect device owners with your brand.

• Roughly two-thirds of consumers access the mobile web or check email via tablet

• Six in 10 play games and just over half engage with a social network

• Video is the top type of content accessed via tablet.  54% will watch a video at least once a week on their tablet

• Nearly half get weather information

• Approximately four in 10 get either local or national news on their tablet

• 36% get entertainment content

• One in three get sports information, read newspaper content or read magazines via tablet

• More than 9 in 10 have watched short videos on news, sports TV shows and weather forecasts

• Over six in 10 have accesses user generated content videos such as YouTube

What Does This Mean To You?

There are many ways to optimize and monetize tablet content and create awareness for your business.  Knowing the types of content people engage in is the first step. The strategy behind leveraging content is next.

• Mobile web: At their heart, tablets are still a mobile device.  The types of content consumers can access is nearly limitless.  Narrow your choices down to those that appeal to your target audience.  Also, be weary of sites with lots of animation.  These will have slower load times and will be harder to
read.  Examine the navigation on sites you might consider for advertising.  Make sure that they are user friendly

• Email: A large percentage of consumers open email on mobile devices before they look at them on desktop devices.  Do not use attachments in your marketing email.  When you use attachments you run the risk of having content that will not display or makes the recipient jump through hoops to open.  A frustrated recipient is not likely to have a favorable view of your products.  Do not link to flash content.  Over half of the tablets that are deployed are made by Apple – they cannot open flash.

• Video:  Video pre-roll can drive your message home.  It increases product recall by 52%.  Consumers are also searching out promotional video content.  Pairing your message with engaging video content drives engagement.

As tablets become more prevalent, your business should plan to capitalize on their use and functionality.
When was the last time you reviewed your marketing plans?
Are they tablet compatible?
For more information on tablet content that creates awareness, please contact your Orlando Sentinel Media Group representative or:
Al Fiala
Advertising Research Manager
407.420.5702
afiala@orlandosentinel.com
www.orlandosentinel.com/mediakit

Source: Center For Media Research; OPA; Frank Magid Associates

Mobile Video Ad Drivers

We’ve had a couple of recent posts on the importance of mobile video. 
The reports that were the basis for our posts also gave information on what drives mobile consumers to watch mobile video ads.  Utilizing this information can help your video ad campaigns be more effective and create awareness for your brand.

• Over one-third of mobile users said they paid more attention to ads that appeared on relevant sites

• 31% said that fewer ads on a page increased the likelihood they would watch them

• Nearly 30% of mobile consumers said that they were more likely to watch humorous ads

• Almost one-quarter of users looked at informative or informational video ads

• 24% said that eye-catching animation drew them to ads

What Does This Mean To You

As a business, you need to make sure your message is placed on vehicles where it’s going to be seen and acted upon.  Before placing your ad, ask questions about traffic to the mobile site.  Inquire about page views and unique visitors.  If it’s on an app, ask about downloads.  The success of your message depends on targeting – make sure that the audience you want to reach is using the site and channel where your ad is going to appear.  Compare sites on a CPM (cost per thousand) basis.  Buying something purely based on a low price could end up being bad mistake.  You get the audience you pay for.  For more information on reaching your targets and getting results, please contact your Orlando Sentinel Media Group representative or:
Al Fiala
Advertising Research Manager
407.420.5702
afiala@orlandosentinel.com
www.orlandosentinel.com/mediakit

Source: Mobile Commerce Daily; Prosper Mobile Insights; Biginsight

Consumers And Mobile Video Ads

Mobile devices are on the verge of overtaking standard machines as the public’s main point of internet access.  As consumers rapidly shift to a mobile first mindset, new research has come out that shows what kinds of ads mobile consumers respond to.  Knowing what ads capture mobile user’s attention will help you build and keep top of mind awareness.

• Over 40% of mobile
users were likely to focus on video ads

• Over half said video ads were the ads most likely to grab their attention

• More than one-third said that video ads were the most enjoyable form of mobile advertising

• 11% of mobile users said they paid attention to sponsored stories or links

• Mobile pop up ads garnered the smallest amount of attention; just 5% of mobile users paid noticed them

What Does This Mean To You

With mobile becoming more important and so many companies recognizing that consumers are using mobile devices, making your message stand out is paramount.  Mobile video and rich media ads will set your message apart and grab user’s attention.  Consumers are likely to view mobile video more as content than as advertising, giving your message more cache.  One thing to remember is load times.  If consumers have to wait for the video to load, there’s a good chance they will dump out and never see your message.  For more information on mobile video and making an impact with consumers, please contact your Orlando Sentinel Media Group representative or:
Al Fiala
Advertising Research Manager
407.420.5702
afiala@orlandosentinel.com
www.orlandosentinel.com/mediakit

Source: Mobile Commerce Daily; Prosper Mobile Insights; Biginsight

Relevant Ads More Effective With Women

Women can be a major factor when it comes to the success of any business.  Targeting them with online video content can help you build loyalty among them and increase brand affinity.  A new research report details how females feel about contextually relevant online video ads and the sites they appear on.

• Over six in 10 women say that relevant online video advertising makes them see the brand in a more favorable light

• 56% of women said they had a more favorable opinion of sites featuring relevant video ads

• Half of online females said that relevant video ads made their web experience more valuable

• Nearly 70% of female internet users said they were more likely to pay attention to video ads that were relevant to the site they were visiting

• 70% of women were likely to ignore video ads that were not relevant to the site they were visiting

What Does This Mean To You

These are just more examples of why targeting is so important to your business.  We’ve had recent posts showing how important online video is and consumers desire for it.  But if you are not focusing your message and using sites that don’t cater to your target audience, all your efforts could be wasted.
There are several ways to use video to your advantage.  Have customers create video testimonials and reward these loyal patrons with valuable offers for sharing them.  An actual customer saying how great your business is holds much more weight than you doing it yourself.  Besides posting these testimonials to your social offerings, ask the customer to put it on theirs.  Make sure all of your videos are share-able.  Make it easy for consumers to forward your video message to others.  Also investigate the ability to have your video ads expand to full page or cover the majority of the page.  This will give your message a dominant position and you won’t be competing with other messages.  For more information on how to increase customer engagement through video, please contact your Orlando Sentinel Media Group representative or:
Al Fiala
Advertising Research Manager
407.420.5702
afiala@orlandosentinel.com
www.orlandosentinel.com/mediakit

Source: eMarketer; Vibrant Media; Dynamic Logic