Michael Collins from JW Player discussed best practices for making mobile video marketing more effective. He explained that mobile video viewing is increasing and adaptive streaming can help by downloading video in chunks to allow for skipping around and reduce buffering. Responsive design is also important to allow seamless viewing across devices. Tracking key performance indicators and running A/B tests can provide insights into optimizing elements like video length, calls to action, and ad placement. Social sharing features and branded experiences can help increase engagement as users switch between devices.

1. Session Title
Speaker Name
Speaker Company
The New First Screen
Mobile Video for Marketing
Michael Collins
SVP Marketing
JW Player
Share what you’ve learned #MarketingForum @MKTForum

2. Mobile Video Is On the Rise
Increasing Share of
Total Video Views
Global
Reach
Improved
Conversion Rates
Sources: freewheel.tv, eyeview.com, jwplayer.com/trends/

3. HOW CAN MARKETERS MAKE
VIDEO CONTENT MORE
IMPACTFUL FOR MOBILE?

4. Strong Platform = Viewability
➔ Use a cloud-hosted video
player for fast loading
➔ Leverage adaptive
streaming

5. Adaptive Streaming Benefits
Ø Video is downloaded in chunks of 10 seconds
◆ Allows “snacking” mobile users to skip around
◆ Saves up to 70% of bandwidth
Ø Reduction in Buffering Keeps Viewers Engaged

6. Responsive Design for UX/SEO
Ø 90% of consumers own
multiple devices
Ø Switch between
devices to accomplish a
single goal
Ø Mobile video needs to
shift seamlessly
between screens Source: seobook.com

7. Keep the Experience Engaging
As viewers switch
devices and sites,
branding and enhanced
features can help
keep viewers
engaged:
➔ Custom skins
➔ Brand control
➔ Interactivity

8. Boost Sharing + Discovery
Share features on mobile video and social
networks can be powerful tools for driving
awareness of your brand
Strategies to redirect to your own
conversion-oriented site:
Ø Post only only teasers and direct to your site
Ø Embrace Twitter Cards

9. Mobile Video Viewers “Snack”
Ø Mobile video viewers
graze
Ø Looking to discover new
content
Ø They will view later on
another device
Ø Overall time watching is
less, but intent is higher

10. Mobile Video KPIs and A|B Tests
Track:
Ø Views by device
Ø Mobile browser vs. native app engagement
Ø Download speeds
Test:
Ø In-player calls to action
Ø Video Length
Ø Ad placement: pre-roll vs mid-roll vs post-roll

11. Practicing What We Preach
Ø Puts video front-and-center
Ø HLS adaptive streaming playback
Ø SEO-friendly responsive design
Ø Simpler UX for mobile
Ø Custom player skins
Ø Video sharing features

12. Best Practices to Adopt Today
Leverage
social
sharing
4
Seamless
playback,
everywhere
4
Mobile-
friendly
design
2
Make it a
branded
experience
3
Measure
views and
engagement
5
1