Mobile Video Advertising in a Mobile-First World

The year is 2018, and the desire for instant gratification is at an all-time high. With nearly three-quarters of the American population owning smartphones, it only makes sense for brands to focus their budgets and efforts on reaching their audiences through mobile devices. As marketers, it’s our job to dig into the mind of the consumer and give them what they really want. Understanding that there is a continuously increasing amount of content being consumed over mobile is key, and with technology companies racing towards conquering the ability to access endless luxuries at our disposal via mobile, there is no end in sight.

In 2016, mobile ad spending surpassed desktop ad spending. And by next year, nearly 70% of total digital ad spending will be on mobile devices, according to EMarketer. If your business isn’t yet prioritized for mobile-readiness, now is the time to put those efforts into actions.

Where to start?

If you’re going to advertise on mobile, think about what platforms mobile users are on. Facebook boasts more than 1 billion daily active users, while Twitter is currently at 320 million monthly active users. Instagram, which is owned by Facebook, is pulling about 400 million monthly active users, and Snapchat has over 100 million daily active users. With that said, these platforms are also prioritizing mobile display in their ad product offerings. For example, Facebook just launched its mobile-first video creation studio to offer advertisers the ability to add motion graphics to their static ads, and Twitter launched capabilities for advertisers to upload and distribute their own mobile video ads via promoted video.

Mobile Video Advertising Tips:

Keep your videos short and sweet: How long should my mobile video ads be? 6 seconds is key. When Champs Sports compared their 30 second and 6 second video ads, they showed a 271% increase in video completion rate, 11% increase in ad recall, and 12% increase in return on ad spend. Consumers are more likely to remember an ad that captured them right off the bat and drew their attention quickly. The difference in the ad recall shows the significance of clear and concise messaging that connects the brand to the consumer.

Think mobile-friendliness when shooting your video: A common issue that marketers run into is that their videos aren’t optimized to be running on all platforms. Make sure that when shooting a video for mobile, it’s being recorded at the proper specs to run on the platforms you’re going to be promoting them on:

Facebook video ad specs: Video dimensions:1280×720. Minimum width: 600px. Recommended video formats: .mp4, .mov. Maximum file size: 4GB.

Instagram video ad specs: Video dimensions: 600×600. Video max length: 60 seconds. Recommended video formats: .mp4, .mov. Maximum file size: 4GB.

Twitter video ad specs: Video dimensions: 1280×720. Video max length: 140 seconds. Recommended video formats: .mp4, .mov. Maximum file size: 512MB.

Snapchat video ad specs: Video dimensions: 1080×1920. Video max length: 10 seconds. Recommended video formats: .mp4, .mov. Maximum file size: 32MB.

Make it all about the experience: Remember that mobile doesn’t always mean it’s just a different device. It’s a different experience too, and it’s the experience that you should be focusing on. Consumers are conditioned to use their mobile devices to discover new places, products, or events. Thinking about mobile-video advertising as experience-based with contextual placements is the better way to go.

Digital Style 2018 Award Recognition

As a creative digital agency, we take pride in the work we do for our clients. Each one of our projects are carefully crafted to represent our client’s brand identity, and properly using the website design for the best user experience. Sometimes, we win awards for them. Here’s a look at the recent award recognition we’ve received so far this year for our web design efforts:

The Hermes Creative Awards is an annual international competition for creative professionals, where projects are evaluated for over 200 categories in print media, pr/communications, and electronic/social/interactive media. The competition seeks submissions involved in concept, writing, and design of traditional material, and emerging technologies.

Our clients, Westcoat, Ausgar, and Reiter Burns looked to our creative digital agency to give their websites a fresh new look. For Westcoat, we redesigned their company’s website and added a material estimator feature for boosting user experience. Ausgar needed a rebranding which included a new logo and full website redesign, and for Reiter Burns we developed their branding and created a full website design. The following recognitions were awarded to Digital Style:

Hermes Creative Awards – Platinum | Westcoat | Web Design   

Hermes Creative Awards – Platinum | Ausgar | Web Design

 

Hermes Creative Awards – Gold | Reiter Burns | Web Design

 

The Communicator Awards presented by the Academy of Interactive & Visual Arts is the leading international awards program recognizing big ideas in marketing and communications. Founded over two decades ago, The Communicator Awards receives over 6,000 entries from companies and agencies of all sizes, making it one of the largest awards of its kind in the world.

This year, we received recognition in the category of web design for our clients North U, and Ausgar. For North U, we did a full website redesign and integrated e-commerce capabilities. As for Ausgar, the team rebranded their look and completed a full website redesign.

 

Communicator Awards – Award of Distinction | North U | Web Design

 

Communicator Awards – Award of Excellence | Ausgar | Web Design

 

To learn more about how Digital Style can assist with your rebrand or website redesign, contact us here.

Case Study: Cutting Through the Noise with Video Brochures from SmartDrive

Background

SmartDrive Systems gives fleets and drivers unprecedented driving performance insight and analysis, helping save fuel, expenses and lives. Its video analysis, predictive analytics and personalized performance program help fleets improve driving skills, lower operating costs and deliver significant ROI. Their mission is to help drivers come home safely to their families.

Brainstorming

SmartDrive came to us for help with their account-based marketing campaign. Their goal was to introduce select safety managers to their video-based safety program in a way that allowed
them to leverage their new video testimonials.

Campaign Approach

After brainstorming with the client, we settled on a simple idea that we felt would be highly impactful. In a time where digital marketing rules, traditional marketing has now become the unexpected way to surprise and delight. With that in mind, we developed a direct mail campaign using customized video brochures. Now, most people hear “direct mail” and immediately start to yawn; but that way of thinking doesn’t take into account how much technological advances can make direct mail a completely immersive experience.

SmartDrive’s target accounts received the beautiful brochure and a personalized card, signed by their account executive, which included program statistics and asked for an on-site meeting.

The letter encouraged the recipient to watch the enclosed customer testimonial videos, which were given by recognizable industry-leading safety professionals. Once the enclosed brochure was opened, a short testimonial compilation video would play on the 7” display, capturing the attention of the viewer.

“Digital Style has been instrumental in helping SmartDrive continuously deliver high-quality content and campaign creative. They are truly an extension of our in-house marketing team, supporting us on everything from new collateral to display advertising to video production and marketing automation implementation. This team is fast, extremely dependable and they deliver top-notch work the first time around — all qualities that everyone should want in their digital marketing agency.” — Erica Frank, Sr. Director of Marketing, SmartDrive

Conclusion

People are exposed to over 3,000 brand impressions a day. They pay attention to 52 and remember just 4. Video brochures allow marketers to put a multi-sensory physical item directly in their prospects’ hands, offering rich engagement and helping brands cut through the noise of today’s digital-only marketing campaigns.


About SmartDrive

SmartDrive Systems is an industry innovator, delivering driving performance solutions and transportation intelligence that transform fleet safety and operational efficiency. Our video analysis, predictive analytics and personalized performance program improves driving skills, lowers costs and provides immediate ROI.

Download the Case Study here: Cutting Through the Noise with Video Brochures

The Soundtrack Behind Digital Style

The Digital Style office in never silent There is constant noise and creativity flowing simultaneously in the atmosphere. The music filling the office can set or change the pace and mood in which we work. Changes in music were monitored for 56 hours. We discovered that most mornings began with some form of soft rock of indie music. Later in the day, louder more up-beat music like hip=hop and electronic/dance tent to play toward the end of the day. Although, it is to be noted that the genre change largely depends on who is in control of the music at that time. As an office, we averaged a playlist change approximately three times per day. This is the soundtrack behind Digital Style!

 

Case Study: Tapping Into the Craft Brewer’s Conference with ThinFilm

Background

Thinfilm, a leading global provider of NFC mobile marketing solutions, recently hired Digital Style to help with their marketing efforts at the annual Craft Brewers Conference in Nashville, TN. Their goal was to focus on showing brewers how their near-field communication (NFC) technology, SpeedTap™, could help them stand out in the crowded food and beverage industry using digital coasters.

Although this project was for a tradeshow, Thinfilm wanted to offer a non-traditional, immersive experience for attendees. Any company can get booth space and offer tchotchkes and games, but not many companies are willing to forgo the traditional to focus all their efforts on a guerilla campaign. By taking this interactive approach, Thinfilm sought to display by example how SpeedTap can chuck expectations to create digital touchpoints on products that motivate buyers to use their phones to get info and deals.

 Brainstorming

Armed with a passion for beer and inspired by Thinfilm’s boldness, Digital Style got to work on the backbone of their business: brainstorming. After spirited discussion, we focused on the topic at hand: people that drink beer also love to talk about beer! We presented our ideas to Thinfilm and the way forward was clear: sprinkling Thinfilm coasters throughout bars around the conference with artwork that enticed patrons to take a quiz.

That’s right: a quiz. We know that beer drinkers not only love to talk about beer, but also love to show off all of their random beer knowledge. This concept did not disappoint.

 Execution

Thinfilm extended their bold approach to our execution and allowed us the creative freedom to design a campaign that would really resonate with the conference audience. With our marketing expertise and the help of a third-party vendor, Jebbit, we were able to quickly build the high-performance mobile quizzes that we needed to introduce Thinfilm to conference attendees. In our design phase, we kept our designs and the overall experience in line with the Craft Brewers Conference theme and honed in on ways to resonate with the culture of beer brewers. The interactive experience was anchored by custom landing pages in Hubspot, which allowed ThinFilm to gather all the lead information from the quizzes.

The quizzes qualified the leads based on their status as either a brewer, a brewery owner, or a general beer fan. The most qualified leads were invited to an exclusive party where Thinfilm could get face time to demo their technology. Other leads were taken through a different interactive experience, and detailed analytics on starts/stops, quiz performance, responses, time on quiz, how often multiple quizzes were taken from the same device, etc. were collected for Thinfilm.

“Thanks to Digital Style, we have been able to achieve key new marketing objectives, while our internal resources were allocated elsewhere. We get the benefit of a full-service agency for every campaign, from strategy to execution. I would recommend Digital Style to anyone looking to elevate their positioning and create meaningful conversions with their customers.” — Evan Howe, VP Sales, Thinfilm

 

Results

Did we mention that beer lovers also love to share their beer knowledge? Yeah, we thought so. The proof is in the results of this case study:

  • 84% of people who started the quiz, completed it
  • 46% of people who were shown the happy hour form completed it

About Thinfilm

Thin Film Electronics ASA (“Thinfilm”) is a global leader in NFC mobile marketing and smart-packaging solutions using printed electronics technology. Thinfilm creates printed tags, labels, and systems that include sensors and wireless communication — all at a cost-per-function unmatched by conventional electronic technologies.

Download the Case Study here: Tapping Into the Craft Brewer’s Conference with ThinFilm