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.

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

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

Facebook third party

How To Navigate Through Facebook’s Ad Targeting Changes

We all know the story: Facebook has been under pressure about how their third-party targeting data capabilities infringe on user privacy since even before the 2016 elections, but they could no longer make excuses once the Cambridge Analytica scandal broke. Now, the company is making a permanent – and surprising – move that may usher in a new era of social media where privacy is king, and user vulnerability is no longer the norm.

For most people that use Facebook, and other social media networks, this is a welcomed shift; but as a marketer, the alarm bells might be sounding. If you’re feeling a sense of dread for all the meetings that need to be scheduled with management to explain next steps, here’s an overview of what you need to know to prepare for and navigate those meetings.

What Exactly is Facebook Changing?

Facebook’s announcement outlined their plan to place restrictions on advertising data usage, with the emphasis on eliminating all public and private third-part targeting; essentially the dissolution of their Partner Categories tool. This tool previously allowed marketers to partner with companies to use offline purchase data to enhance their ad targeting. Some of the targeting that this will effect includes behavioral, purchasing, and household income. This change has a pretty transparent goal: decrease user vulnerability by limiting the way their consumer data is used by other companies.

Why is Facebook Making This Change?

There are several reasons that Facebook is making this change, but the most prominent reasons are the Cambridge Analytica scandal and the new General Data Protection Regulation (GDPR). The scandal put a target on Facebook and drew criticism from users, stakeholders, and others in the social media space. GDPR took effect on May 25, 2018, and aims to give data control back to the people. One way GDPR does this is by requiring companies to gain explicit consent for all data collection they do, as well as transparency about how that data will be used. GDPR is applicable to all residents of EU, no matter where the company in question is located. Additionally, Facebook’s general outlook has shifted from one of arrogance to one of responsibility; making changes like this is the only way they are going to keep the business alive.

How Will These Changes Effect Marketers?

As of October 1, 2018, Partner Categories will cease to exist and any ads that are running using that targeting option will no longer be delivered. In a nutshell, marketers will need to bring their targeting focus inward, and stop looking to third-party targeting to reach their audiences. This is not doomsday; there are plenty of other ways for marketers to target their audiences online.

The first step is to revisit and adjust existing KPIs with Facebook’s new limitations in mind. Trying to meet those expectations without the same tools would have any marketer feeling like a failure. As you review and rebuild your strategies and KPIs, don’t forget to focus more on objectives that align with brand awareness. Operating your targeting within Facebook’s new rules will help you gain and keep the trust of the audiences that you continue to reach, which is an invaluable way to gain long-term brand advocates.

Don’t forget that you have a lot of data on your own. Start to work with your internal teams and your agency to collect that data and find creative ways to use it for targeting and for general content. Upload your existing data lists into your campaigns and start running some targeting to see what results you get. Adjust, repeat, adjust, repeat.

There are also other social media networks that you can use to reach your targets. If you haven’t created company pages on Pinterest, Twitter or Snapchat, now might be the time to start exploring how you can leverage those platforms to access new audiences.

Lead generation laptop

3 Common Lead Generation Mistakes And How To Avoid Them

Every successful sale starts with lead generation. Buying leads is never going to yield the same results as organic leads, but it can be tough to get your design and marketing just right. The effort should not be abandoned, however, since valuable leads help a sales team thrive.

Difficult or not, generating leads is and will remain a high priority for marketers in the years to come. Finding the balance between quality and quantity for leads needs a well thought-out strategy. Here are some of the common lead generation mistakes that you should consider with your internal and external teams while developing your plan for success.

 

Design Mistakes

It’s said that you only get one shot at a first impression, and for lead generation, that first impression is going to hinge on the design of your landing pages. Well, to be fair the first impression really starts with the page load. If your website design doesn’t allow for fast and full page loading, you’ll lose your sale before it even becomes a lead. Your landing pages should also carry over your brand’s overall look and feel. Stay away from gimmicky trends that will confuse your audience about who your brand is and what they have to offer.

 

Keep the design of your landing pages consistent, and follow these basic guidelines:

  •       Keep your form above the page fold
  •       Don’t muck up your lead generation process with too many points for conversion
  •       Don’t busy up your landing pages with a bunch of competing content
  •       Don’t hide your call to action

 

Messaging Mistakes

Your internal research, paired with expert recommendations from your digital marketing agency, should help you craft the right messages for the right audiences. Despite having more access than ever before to all kinds of data, marketers still struggle to find the right message. Here are a few mistakes that marketers make with their lead generation messages:

  •       Ignoring pain points. You should be working with your sales team to identify the pain points in the industry, and you should be using those pain points in your messages. Call out how your product or service can solve those pain points. Sure, you want to talk about your features and benefits, but you need to weave those around a story about how you’ll solve a problem.
  •       Forgetting to nurture leads. Your messaging should be changing as your leads move through your funnel. If you just bombard them with a constant “buy now” message, you’re missing a valuable opportunity to educate your leads and turn them into loyal, long-term customers.
  •       Offering nothing. If you want your leads to give up their professional or personal contact information, you need to be willing to offer them something of value in return – for free. Go through your blog and webinar archives and recycle the content into an eBook or a highlights video with tips and tricks.lead generation mistakes

Form Mistakes

Once your leads are impressed enough with your web design and the value you are offering them in return for their information, you still aren’t home free. Your landing page form is still a point of contact that can make or break your lead generation. Do some A/B testing to find the right balance for your forms, but in general, try to keep them short by prioritizing the information that will be most important for your sales team.  

For more on forms and lead generation be sure to read Is Your Lead Generation Process Killing Your Lead Generation?