marketing with video for the new mobile first screen
TRANSCRIPT
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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
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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/
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HOW CAN MARKETERS MAKE VIDEO CONTENT MORE
IMPACTFUL FOR MOBILE?
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Strong Platform = Viewability
➔ Use a cloud-hosted video
player for fast loading
➔ Leverage adaptive
streaming
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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
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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
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Keep the Experience Engaging
As viewers switch
devices and sites,
branding and enhanced
features can help
keep viewers
engaged: ➔ Custom skins
➔ Brand control
➔ Interactivity
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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
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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
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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
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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
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Best Practices to Adopt Today
Leverage social sharing
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Seamless playback, everywhere
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Mobile-friendly design
2 Make it a branded experience
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Measure views and engagement
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