Thursday’s Lunch’n Learn: The Rise of Mobile Video

Lunch

Are you aware of these stats?
– YouTube: some 40% of YouTube’s traffic now comes from mobile. Compare that to just 25% last year and a paltry 6% only two years ago.
– Audience boom: About 50 million people in the U.S. now watch video on their mobile phones. Fifteen per cent of all online video hours globally are viewed on tablets and smartphones.
– Machinima is one of the most-watched YouTube channels in the world. The channel, focused on video and computer gaming, has a global audience of 200 million people. HBO, by comparison has roughly 30 million subscribers.
– Netflix: Netflix widely went with an iPad app first, not a smartphone app. Today, a reported 23% of all Netflix subscribers say they have watched on smartphones, and 15% have done so on iPads.
– Bandwidth hogs: One-third of all home broadband Internet traffic in the U.S. is generated by Netflix videos. YouTube accounts for nearly one-fifth of all mobile data traffic.
– VEVO: The music video platform’s mobile and TV app audience exploded by 184% this year. Half of its views are from mobile.
Amazon: The company has about 16.7 million Prime subscribers that get unlimited video streaming on Kindle devices and via Amazon’s mobile apps
– Cisco’s projects 1.5 billion daily online video viewers in 2016, which would be 15 times as much as current levels.

From Mobile Marketer: “As mobile video views continue to grow rapidly and ad offerings get better almost every day, mobile video advertising is shaping up to be a significant part of brands’ mobile strategies next year.” They report that Twitter is also building up its mobile strategy on the location front. Location-enabled social posts provide marketers deeper insight into the behavior of the Twitter community and provide a way to send hyper-targeted messages and offers to their customers.

According a recent article in the Globe and Mail, online video giant YouTube is expected to bring in $5.6-billion in revenue this year, up 51 per cent from 2012, representing 11 per cent of Google’s total ad revenues. An analyst at eMarketer concludes “growth in impressions and viewership, particularly across devices, is probably the major growth driver (behind YouTube’s ad revenues)” for 2013.

One potentially more thorny challenge is how different the mobile experience is. As a result, marketers have struggled with what a successful mobile video ad campaign looks like.  From previous experience with our in-house videographer,  great mobile video requires strategic vision, an eye for a what looks and sounds great on camera, strong Omni-Channel integration and metrics.

From bite sized to longer format video productions, the brands that stepped up showed the world how to do online video the right way. “The top 20 list shows how brands, big and small, local and global, can make a big impact using social video across the web,” Richard Kosinski, U.S. president of Unruly, said in a company blog post. “With the right content and the right distribution strategy, advertisers have the ability to engage consumers at speed and scale.

If you are an SMB or Not-for-Profit, do you have a plan for mobile video in 2014? We have developed a cost-effective mobile video program for Toronto organizations who want to shine above their competitors’ in 2014. To get started, click here or call 905-709-8582 to receive our NEW Mobile Video Marketing Campaign Brief.

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About Howard Oliver
The founder and CEO of What If What Next, Howard Oliver (holiver@whatifwhatnext.com) for more than 20 years has been an entrepreneur, writer, thought leader, PR Guru, business development strategist, technology evangelist, manager and consultant for numerous service, industrial and high technology companies. Howard provides leadership in the application of Agile and Lean project management methodologies for technology enabled social media marketing and PR campaigns that deliver revenue, customer and alliance engagement, and media buzz. Clients in technology and other industries recognize him as a driven, highly creative and disciplined thinker. He also created the WebVoyaging® brand, a market engagement methodology that optimizes the deployment of cloud based, best-in-class marketing automation solutions. The WebVoyaging® process is inspired by the great visionaries who conceived of and built history’s great sailing vessels, which helped establish trade routes and created huge wealth. An accomplished business educator, Howard has recently created the WebVoyaging® Master Class, a training program for organizations interested in implementing Lean marketing automation solutions. Howard holds an MBA from Wilfrid Laurier University, and a Bachelor of Commerce degree from McGill University. Howard is an avid sailor and collector of books.

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