Moving Target: Brands Need Better Insight on Mobile Video Usage

Moving Target: Brands Need Better Insight on Mobile Video Usage

Marketers Face New Challenges as Consumers Increase Mobile Video Consumption Across More Devices

NEW YORK, NY — “Mobile is a lifestyle, not a platform, and we should all start embracing the fact that everything is mobile,” says Anthony Martinez, Director, Communications Planning and Investment, Coca-Cola.

It’s an undeniable fact: mobile devices are changing every aspect of our day-to-day experience, including how we consume video-based content. Understanding how consumers are shifting their video consumption habits depends on how you slice and dice the data. According to Nielsen, digital video consumption is seeing strong year-over-year growth due to consumer’s increased access to content through desktop and mobile devices. Better access to content is good news for consumers, but it presents new challenges for marketers because of increased market fragmentation.

Marketers are still figuring out how to integrate mobile across their overall business strategy. A new study from the Chief Marketing Officer Council, conducted in partnership with SAS, found that 61% of marketers have deployed some form of mobile engagement. And 54% of marketers believe that mobile has become critical to customer interaction, retention, and brand differentiation. But that same study also revealed that only 17% of marketers had a fully integrated strategy that includes mobile, and 31% admitted that they either have no strategy or simply view mobile as a one-off campaign and not part of an overall marketing strategy.

How do marketers define mobile platforms and how does video advertising fit in? Greg Kahn, CEO of GK Digital Media explored these questions as moderator of the Digital Drivers, Mobile Matters panel at this year’s DPAA Video Everywhere Summit held in New York on November 4. Kahn was joined by advertising industry leaders that included Shenan Reed, President, Digital, NA MEC Global; Anthony Martinez, Director, Communications Planning and Investment, Coca-Cola; Matt Stein, SVP Marketing, Promotion and Creative Services, BBC America; David Shiffman, EVP, Director of Research, Starcom Mediavest Group; and Matt Turnbull, Group Account Director, Mediacom.

“Consumer behavior is changing so quickly, and we’re still learning every day about what content works where and when,” said Martinez. The shift to mobile is being seen across all demographics. Mobile video consumption among 18- to 34-year-olds has increased 16 minutes since 2012; however, traditional television has decreased among this same demographic. And this trend is not limited to young adults. Mobile video consumption is rising among 35- to 49- year-olds and among 50- to 64-year-olds.

Capturing the Right-Now Moment

“It’s not just about targeting the device anymore, it’s about targeting and understanding the moment that the consumer is in,” said Shenan Reed, President, Digital, NA MEC Global. According to eMarketer, adults will spend 23% more time on mobile devices in 2014 than in 2013. Television still accounts for more than 36% of total time spent with media in 2014, compared with mobile, which is now in second place.

“We need to start thinking about all platforms in a consumer-centric way, and stop thinking about just mobile devices or tablets,” said David Shiffman, EVP, Director of Research, Starcom Mediavest Group.

Targeting a specific moment in time requires deep understanding of consumer patterns across demographics, regions and platform usage. A typical day in the life of a consumer can vary greatly according to Greg Kahn. An individual who commutes on the train in New York is very different than the driver in Los Angeles or the commuter in Dallas. How do marketers deliver brand messaging that’s tailored to the moment?

“We’re not delivering different content across different devices, and there’s a lot of reasons for that. First, we do not having enough content to necessarily do that, and we don’t have all of the insights to understand the different ways in which people want to consume different content,” said Martinez.

“There is a risk in thinking about a particular type of content, or a particular length of content that is going to fit into a platform or environment,” said Shiffman. “What we continue to see is how the pace of change is changing the way consumers are adapting their lives and what they do. It sort of defies what we may have believed long ago in terms of long- and short-form content. We spend a lot of time understanding who a person is, where they are, what they’re doing, and what they’re looking for at that given moment in time, and how we can produce and distribute and deliver relevant content that’s going to add value to their experience. And the reality is—the data’s not quite there—we’re still learning.”

Photo courtesy: DPAA

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