In some of the most recent advertising forecasts, this time from eMarketer, we’ve been told that UK mobile advertising will overtake the multi-billion pound newspaper and magazine market in 2015, and surpass TV advertising in 2016. No mean feat for a communications vertical that less than 5 years ago was still seen as a place to spend your ‘experimental’ advertising budget. In the UK this sees a growth of mobile ad spend by 96% in 2014.
At blinkx, we see this huge opportunity in mobile advertising primarily sitting alongside video content. Multimedia content brings with it highly engaged audiences. Whether it be short form content or longer form content, they are both bringing a wealth of opportunities to brands via mobile.
Mobile just keeps on growing.
There’s no doubt that 4G, an increasingly tech savvy audience and the proliferation of smartphones, tablets and other soon to be launched gadgets like the iWatch have made viewing content easier and more accessible. At the beginning of this year, YouTube announced that 40% of traffic now comes from mobile, compared to just 25% in 2013 and a tiny 6% in 2012.
In a similar upward turn, music video platform, Vevo, saw their mobile and TV app audience explode by 184% this year. Half of its views are from mobile. The 2014 FIFA World Cup saw a huge increase in opportunities for mobile viewing. Publishers and marketers alike were offering unique experiences to their users across mobile to really take advantage of their on-the-go audience.
When it comes to length of content on mobile though, we are seeing a shift. The concern for marketers is no longer whether users are watching video on their mobiles, it’s what they are watching and for how long. Traditionally people were “video-snacking” short video content, mostly while they were on the move. Longer on-demand programming such as House of Cards and Orange Is the New Black was reserved for game consoles and Connected TVs at home.
However, the quality of technology coupled with the strength of the online exclusive content (who doesn’t love to watch Kevin Spacey as Francis Underwood?) means more people are using their smartphones or tablets to watch long form video content. People don’t wait to get home anymore to watch their favourite programmes, they want to watch them on the train, waiting in line, or from their tablets while lying in bed. This presents a great opportunity for brands and advertisers.
How?
At blinkx, we understand the ever evolving technological landscape and take pride in offering our clients relevant digital solutions.
If trends see users watching more and more video content on their mobiles, then we will ensure that brands know how to leverage that. Instead of 30 second ads, they’ll have to capture their users’ attention in 5 seconds.
They’ll have to inspire them with much smaller ads, moving across a much small screen. Those are the challenges, but there are benefits too. People using their mobiles on the go are tuned-in and turned on. They respond to calls to action, which is a big contributing factor in the BBC’s recent report reinforcing that mobile advertising is twice as effective as desktop.
Once again we see people trying to keep up with technology and technology trying to keep up with the changing habits of people. Now we’re going to see brands coming up with wonderful creative solutions to ensure that they don’t miss out on the action. It’s really an exciting challenge for everyone involved!
