Breakfast & Brains May 2013- George Dixon

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Breakfast & Brains May 2013- George Dixon

  1. 1. Why mobile video should bepart of every brands strategy
  2. 2. We know that spend is growing fast as buying pointsincrease1601% growth year on year!Source; IAB / PwC Digital Adspend 2012Four major videobuying points in2010Over triple that in2013, with a raft ofdifferent innovations
  3. 3. This is being led by consumer behaviour as theymove to the most convenient screen for video36.5% watch ‘video’ each month on their mobile35.1% watched web content on their mobileSource; ComScore MobiLens 2013 and Google10% watch video on mobile every day32%growthYOY200%growthYOYFacebook is the 2nd largest video platform19.2%view viafacebook
  4. 4. It is important that we don’t assume we can plan ‘screenneutral’ because our audiences are platform agnosticResearch shows we needto plan screen specificcreativelyReusing your TV copy isnot the most effective wayof gaining lastingengagementSource; Celtra 2013TV CommercialTrailerBespoke content
  5. 5. Give them great content and then give them theopportunity to engage more, or shareThey’re waiting to beentertainedGive them somethingthat captures theirattention and the optionto satisfy their curiosity100M+ people/week are social on YouTube
  6. 6. And remember to take advantage of the platformyou are delivering your video onLocation relevance in ad improves effectiveness by 75%
  7. 7. If you’re delivering video in banner, tailor your creativebut be sure to track beyond the clickA high CTR doesn’t guaranteethe best quality traffic.If you want video views youneed to track accordinglySource; MediaCom 2012CTR CompletionrateNetwork A 1.38% 13%Network B 0.47% 58%
  8. 8. It’s important to test and learn now, around the corner is4G, which will change content consumption again8Despite the slow adoption of 4G with EE, the growth of mobile contentconsumption could go exponential from2013 when take up growsThis is happening on 3GThis is 4G
  9. 9. To wrap up1. Investment is beginning to grow with opportunity2. Our audiences are already migrating to watch video on mobile3. We must prepare a screen specific strategy4. Give people the opportunity to discover more5. Remember to leverage mobile’s in built USP’s■ E.g. location6. Optimise beyond the click7. Test and learn so you are ready for the next step change – 4G
  10. 10. Thank yougeorge.dixon@mediacom.com@georgewdixon

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