I’m a massive multi-screener, and as it turns out so is pretty much everyone else in the developed world who owns a smartphone. It’s truly incredible how quickly this shift has happened (<2yrs).
Broadcasters love second screen experiences, because they drive more media engagement. Because of this, many big players in TV are investing second screen mobile experiences for their audiences. A good example is ITV with their XFactor and Britain’s Got Talent apps.
Advertisers love second screen ads, because they boost brand recall and almost double purchase intent.
At Brainient, we’re experiencing the rise of second screen from the front line. ITV, UK’s largest commercial broadcaster has chosen Brainient for the delivery of all their second screen ads. The engagement rate on these ads is stellar, ranging from 30% to 300% in some instances.
So if you’re a brand, give second screen a chance. You may realise it’s actually the holy grail of advertising, because it helps brands generate brand awareness while enabling people to actually make a purchase (or express their intent to make one).
There are three slides in Mary Meeker’s Internet Trends 2014 that tell a good story of where video is going.
The first slide shows mobile (smartphone & tablet) shipments compared to TV units. TV shipments are flatlining just under 300M whereas mobile & tablets are skyrocketing to nearly 1,5BN per year.
The second relevant slide shows the daily distribution of screen minutes. In nearly all countries, smartphone & tablets are eating up half or more than the daily screen minutes consumed.
The third, and probably most relevant, shows the distribution of total TV time for millennials vs. non-millennials. Almost half of the TV viewing for millennials is done on-demand or on-line.
Five times more devices shipped per year than TVs, taking half of the daily screen consumption minutes and half of the TV viewing minutes for millennials. Mobile is eating the TV, hindered only by the lack of mainstream LTE availability. But it’s getting there, faster than any of us expected it.
Everybody in the tech scene is saying that 2013 is the year of mobile and I find that to be true in video as well. Since the beginning of the year we’ve already had 80% of our clients at Brainient ask for mobile demos of our interactive video ads.
We’ve been running interactive mobile video campaigns since 2012, and we’ve already seen serious uptick this year. But there are a few problems with mobile and video that brands and agencies should consider when planning their interactive video campaigns:
1. Mobile ad delivery standards are not fine-tuned. The main standards for delivering interactive video ads on mobile are MRAID AND ORMMA and Brainient supports both of them, but they’re not fully baked and often have issues (mostly in terms of tracking impressions, clicks, engagements, etc). Make sure whether results stack up right after you start the campaign.
2. Personalisation matters. What works online doesn’t necessarily work on mobile. We’ve had campaigns at Brainient that performed incredibly well online but poorly on mobile, because they were too “heavy” in terms of execution. We’ve also had mobile campaigns that outperformed the online version by an order of magnitude. Mobile interactivity needs to have a life of its own, not just be a replicate of its online version.
3. Make sure the media owners set the campaign properly (and support MRAID / ORMMA standards). Video ads on mobile is still quite a new concept and most media owners (think: apps & websites with mobile traffic) treat mobile video ads as display banners. That’s wrong, and you’ll have issues in tracking the right events. Ideally, do a test before signing a new mobile media owner.
All in all, with the right creative execution and the right audience targeting, we’ve seen mobile campaigns with stelar results in terms of brand recall and brand engagement. But it’s not as straightforward and easy to execute as it is online so make sure you get the right partner on board ;).