Be wise with placement of mobile video ads

Organizations must be cautious of how they use mobile video ads.

Posted on Oct 4, 2013 by YuMe

The smaller the screen gets, the more cautious companies have to be with how they place mobile video ads, according to the Consumer Intelligence Series study by PricewaterhouseCoopers. While 85 percent of HDTV viewers are willing to watch at least one commercial during a break and 25 percent are willing to watch three or more instead of paying for content, 60 percent of smartphone users said they would not exchange a single ad for free and more than 75 percent of tablet users said they prefer one or fewer ads when watching ad-supported video.

Keeping this in mind, organizations must be sure they are making the right choices with where their mobile video ads are going and how frequently they run so as not to frustrate viewers.

Piyush Shah, a mobile professional, said on VentureBeat that companies must ensure they are constantly innovating amidst constraints such as these to capture the imagination and attention of an audience. Interstitial ads do well when they are done correctly, Shah said, as they are more likely to capture the attention of the user due to the size and how it appears in the flow for content. It also provides the users the best option to close the ad and get back to the content they want, making interference minimal.

Use best practices to get the most success
The success has been palpable, Shah said, as once hotel chain that used these ads saw as much as a 25-time increase in the number of views. In another example, a European game designer saw a 7-time growth in conversions while promoting their apps. As far as how to make these ads truly effective, Shah said placement and frequency best practices need to be kept in mind at all times.

"Interstitial ads should be placed such that there is minimum interruption in the user experience," Shah wrote. "Ideally, for gaming apps, we recommend placing interstitials after each game level; for non-gaming apps they can be placed after every 2 or 3 pages. The ad can also be placed when the app is just opened, before the user begins interacting with the app's core content. While it may be tempting to use interstitials more frequently to maximize monetization, we have noticed developers see maximum eCPMs when interstitials are used after every 2-3 minutes."

There also must be the right kind of interstitial ad that is chosen, as each user experience for the platform will be different and must be thought of as such.

Why mobile video works so well
As far as why these mobile video ads may work better than online video when executed correctly, MediaPost said they are more immersive than online video, will go full-screen if they need to in order to capture full attention, can be better controlled in how often they appear for users and provide a more engaging experience for users.

"Consumers spend more time using applications than the voice capabilities on smartphones," the website said. "Because of this and the rapidly increasing adoption of tablets and smartphones – nearly one-third of mobile subscribers use smartphones – a majority of mobile video is application-based.  In fact, consumers watch 5X more video in apps than on the mobile web."

Mobile video is also able to reach users throughout the day, not during particular peak or prime hours. This means users can be reachable by these ads morning, noon and night, which will lead to better overall impact of the message. MediaPost said it may be in the not-too-distant future where more organizations get mobile video ads down and they overtake the performance of online video.