Best practices for driving more engagement with mobile ads

There are a number of best practices that should be followed in order to make mobile advertising strategies more effective.

Posted on Aug 21, 2014 by YuMe

Digital video advertising has experienced a steady uptick among many brands. Companies understand that the consumers they're marketing to have far more options available today to view video  compared to just a decade ago. Television is just one of many tools that consumers use, in addition to computers, smartphones and tablets. Brands now must create video ads that can be displayed on all four devices, making multi-screen video advertising a must for any company looking to influence the buying decisions of consumers while simultaneously increasing brand awareness and generating more revenue.

However, to be successful, brands must understand that creating ads for multiple screens is just part of the video marketing process. Creating promotional material for goods and services is important, but there are other factors to consider as well. One of the keys to any successful campaign is consumer engagement. Visually stimulating ads that have a powerful messaging component are important. However, to make a true impact with consumers and ensure that an ad resonates well, brands must use interactive advertising strategies.

The more a viewer interacts with a promotional video, the more likely a brand is to have an influence with the respect to his or her buying decisions. Additionally, interactivity is a great way to increase brand awareness and consumer loyalty. But the question remains: What can a company do to draw more interest from the consumer? The answer may be better targeting, particularly as it relates t to mobile media advertising.

Poorly targeted mobile ads don't drive consumer interest
Creating and deploying a mobile ad that can be seen by all audiences may very well result in campaigns that are less successful than those aimed at specific customer segments. According to eMarketer, citing a joint study conducted by Telmetrics and xAd, the website stated that 43 percent of tablet users and 47 percent of those with smartphones elected not to click on an ad because they had no interest in what was being advertised to them.

Additionally, 20 percent of tablet owners and 21 percent of smartphone owners stated that they never look at mobile ads. Interestingly, more than 30 percent of those who own one of the devices said the primary reason they don't click on mobile ads is because they find them to be irrelevant.  Although this information may sound bleak, it should help brands that have video marketing strategies incorporate advertising on mobile devices.

Smartphone and tablet users typically have a short attention span. Companies must take this into consideration when deploying ads on the platforms. There are a number of best practices that can help drive increased engagement, many of which are outlined in YuMe's infographic titled, "Put Purpose into Repurposing: Digital Online Video Best Practices."

How to create more engaging video ads on mobile
One of the ways to get consumers to engage with a particular ad is to promote a higher level of interactivity. This can be done by including fields or call to action buttons where viewers have to touch an area of a screen to see multiple product and service offerings. This can be done to encourage them to learn more about what is being advertised or the company itself, which helps drive engagement and brand awareness.

Other strategies our infographic suggests include the use of brand logos on every frame of an ad and adding a human element whenever possible to influence the buying decisions of niche audiences. Advertising on mobile devices is a must in the world of video marketing. The suggestions listed above can be experimented with and built upon to make a company's marketing efforts as effective as possible.