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BizReport : Blogs & Content archives : November 21, 2013

How brands can overcome the challenges of mobile content

With so many people using mobile devices to watch content, it must be simple for advertisers to engage by sponsoring some of that content, right? Not necessarily. It is becoming harder for brands to engage because viewers are more selective about what they will watch. Our expert offers his advice for brands in the mobile space.

by Kristina Knight

Kristina: What challenges do advertisers face in the mobile video space?

Andreas Bodczek, CEO and Co-Founder, SponsorPay: For advertisers, the main challenge is keeping the interest of the consumer for the duration of a video ad. It's crucial to tailor the length and nature of video ads to fit the designated platform. In our experience working with numerous brands, we've found that retaining viewers until the end of the ad largely depends on the brand's awareness of the right video length and type of content for tablets vs. smartphones. If advertisers are able to master mobile video, the opportunity for them is huge. Studies show that brand recall from mobile video is 79 percent, much higher than brand recall from online video (29 percent) and even from television (49 percent).

Kristina: How can brands make that leap from brand recall to actual revenue?

Andreas: advertisers can go one step further and start studying cross-device usage patterns. Smartphone ads primarily influence consumers, while most transactions occur on other platforms. The challenge here is understanding the purchase funnel - after consumers watch a mobile ad, how do they transition to making a purchase on their desktop? There are several cutting-edge companies - BlueCava and Drawbridge, for example - analyzing this type of consumer behavior.

Kristina: How can brands improve their video focus to engage through the 2013 holidays and into 2014?

Andreas: Aside from customizing campaign creatives to fit the holiday season, brands can focus on reaching consumers through new, high-potential channels that are both less competitive and expensive than traditional advertising media. Holidays are synonymous with a lot of advertising noise; even events like the Superbowl or pseudo holidays like Valentine's Day make for a crowded market. It may sound counter-intuitive, but one solution for brands is to consider opportunities during times when overall ad spend dips.

New resources make this an easier task than in the past. Apps like Blippar are helping brands serve consumers the right ads at the right time by focusing on the feedback loop between physical and mobile campaigns. The "right ad, right time" mentality is an emerging trend, and brands who jump on the bandwagon now will be able to launch campaigns that face less noise in the market.

Read part one of my chat with Andreas and SponsorPay, including the types of content people find most engaging, here.

Image via Shutterstock

Tags: branded content, mobile content, mobile marketing, SponsorPay

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