About two-thirds of German mobile phone owners use smartphones. And they are using them increasingly intensively, as also seen in the viewing of mobile TV offers. According to the media firm Nielsen, usage was at 19 percent in the first quarter of 2013.
On the other hand, video platform Ebuzzing has ascertained that half of all Europeans have never seen an advertising video while surfing the web on a mobile device. This is changing. The successful advertising campaigns of the future will have to be compatible with all channels.
“Multiscreen” is the talk of the town, because tablets, smartphones and intelligent television sets have already become the most widely used routes to the online world. The advertising industry is increasingly taking this new multiscreen world seriously – and mobile advertisers are learning to provide a response to changing user behaviour using special advertising formats. Personalized mobile advertising such as location-based ads or product recommendations geared to the interests of potential customers in the form of videos are perceived as positive by users.
The improved use of video ads on mobile devices is one of the big industry issues in 2014, with which the experts at Ebuzzing are currently occupied. The primary requirement here consists of appropriate measuring and reporting instruments for cross-platform analysis. This is particularly important because users switch back and forth between PCs and mobile devices on an ongoing basis and in some cases even use them simultaneously.
Another aspect consists of the technical and graphical peculiarities that have to be taken into consideration due to the various operating systems and display sizes in use. That which looks attractive on a tablet will not necessarily enjoy the same level of success if viewed on a smartphone. Responsive design, which ensures that the graphical structure will adjust automatically to the respective display, is in itself not enough. The content has to be aligned with the respective devices being used and the situations that the users are in at the time of viewing.
As a general rule, neither smartphone nor table users like intrusive advertising. Therefore the most successful video ads are shorter than on desktops and they are user-initiated, which means they are started by actively clicking or tapping on them. Self-starting ads, which may even include sudden sounds, may gain attention, but are usually associated with negative emotions. This is one of the reasons why Facebook has stopped showing autoplay video ads for the time being.