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BizReport : Advertising : December 23, 2009

Internet Marketing 101: Why marketers need mobile video

Heads up, marketers, mobile video may still be in the adoption phase but you need to be on-board and in the medium. Experts estimate that mobile video will explode over the next five years as consumers adopt smartphones, as smartphones get even smarter and mobile devices are used by the masses. Rather than a simple conversion ad, though, experts tell BizReport that mobile video will become a place to build brand - an important step for marketers of all sizes.

by Kristina Knight

rhythmnewmedia.gif"Brand builders are looking for consumers who are taking a break, who are watching video, who are relaxed," said Ujjal Kohli, CEO of mobile video app firm Rhythm NewMedia. "Television has done this successfully for fifty years, [but now] there are too many ads and not enough targeting. In the online realm, brand building this way doesn't work because consumers aren't relaxed or taking a break. They are multi-tasking with social networks, sending emails, reading news. Mobile, on the other hand, engages viewers who are only watching video content. They aren't talking, texting or emailing while they watch."

Another plus? Mobile ads can be spread throughout different dayparts because consumers watch throughout their work days, evenings and as they run errands or wait in line to pick up kids from school. Mobile also offers advertisers the ability to count ads and the ads cannot be skipped over by viewers.

Rhythm NewMedia's platform allows for the monetization of entire television shows from celebrity news shows such as "Entertainment Tonight" to cartoons such as "Family Guy". The platform sources content from more than 150 top-tiered television shows so that the consumers and marketers know they will get quality, produced content each time they watch.

To date mobile video seems to perform better when it is new. Entertainment shows, celebrity shows are performing well because consumers tune in to watch via mobile and return day after day to watch new content. The same mentality coincides with how mobile viewers interact with the ads sponsoring their content: they like fresh ads not repeated plays.

"The consumer can't click away, so the rules that online video ads must be :15 or less aren't true here," said Kohli. "Still, the vast majority of mobile ads are :15 and it is working well, but we have had no trouble with longer ads. The problem starts when the same ad is shown over and over. The ad content has to be fresh to keep the consumer interested and engaged. The irritant for viewers is repeatedly seeing the same thing."

This week Rhythm New Media launched their new RAMP suite of tools offering seamlessly integrated ad units including pre-roll, full-page interstitial, sponsorship badges and interactive banners. These interactive ad units give added value to marketers because consumers can click from the ad to a longer-length video, website, iTunes or other destinations. By offering a seamless transition click throughs are increased. To date, click throughs have ranged between 3% to 11%

"If television is a meal, mobile is a snack," said Kohli. "That is what we thought. But, what we've found since [our] launch is that full-length shows are spiraling up and being watched. Younger people are quite comfortable watching full-length shows. The future [for mobile video] will be full-length content."

Tags: mobile marketing, mobile video, online video, Rhythm NewMedia, video campaigns, video content

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  • This is very helpful and insightful. Although some might consider it irritating, but I've heard mobile ads have gained some ground since, as mentioned above, you just can't click away. I will have to research Rhythm New Media's tools for our business. Thanks for sharing!



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