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BizReport : Viral Marketing : August 08, 2008
What do mobile users really want from video?
Any time a new content choice is given to consumers, marketers are going to rush to figure out exactly what users really want from the new offering. Mobile video is the latest opportunity that has at least a few marketers scratching their heads. Do consumers want user-generated content or to watch a favorite TV show? Will the consumer watch a pre- or post-roll ad?
The answers to these questions are different depending on the consumer, but as a whole, it seems there are a few trends popping up for mobile video.
According to a recent In-Stat report, about half of US mobile consumers report watching Internet video in the past 30 days. Why is this important? Because Internet video is becoming synonymous with Mobile video; consumers don't differentiate. Because of the changes in hand-set models more and more consumers are logging on to the mobile as well as the online sites of video services. The difference in how they watch - either on mobile or on PC - seems to be when they watch. If a consumer is watching a clip while waiting somewhere (e.g. at a doctor's office), they will watch via mobile. If a consumer is watching a clip at home, they are most likely to watch via PC.
Consumers' preference still seems to be the PC screen, because of size issues, rather that the mobile screen. Consumers also want to view full-length clips rather than shorter versions and are also open to monthly subscription fees in order to view as many clips or shows as they want.
For marketers the key is the actual ad shown. Research shows that viewers watching online video do not want to see the same commercials they see on television on their mobile screens. Shorter ads are better when it comes to mobile video which means the ad must be attention getting, action provoking and succinct all at the same time.
Tags: mobile video, online video, viral marketing
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Comments
video content that'll succeed on the mobile is short clips which people can watch while on short breaks. Not sure if 30 minute serials will be a big hit, short clips on YouTube on the other hand could be very successful
Posted by: Sachendra Yadav on August 8, 2008 12:08