marketing with video for the new mobile first screen
TRANSCRIPT
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
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/
HOW CAN MARKETERS MAKE VIDEO CONTENT MORE
IMPACTFUL FOR MOBILE?
Strong Platform = Viewability
➔ Use a cloud-hosted video
player for fast loading
➔ Leverage adaptive
streaming
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
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
Keep the Experience Engaging
As viewers switch
devices and sites,
branding and enhanced
features can help
keep viewers
engaged: ➔ Custom skins
➔ Brand control
➔ Interactivity
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
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
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
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
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
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