marketing with video for the new mobile first screen

Session Title

Speaker Name Speaker Company

The New First Screen Mobile Video for Marketing

Michael Collins SVP Marketing

JW Player

Share what you’ve learned #MarketingForum @MKTForum

Mobile Video Is On the Rise

Increasing Share of Total Video Views

Global Reach

Improved Conversion Rates

Sources: freewheel.tv, eyeview.com, jwplayer.com/trends/

HOW CAN MARKETERS MAKE VIDEO CONTENT MORE

IMPACTFUL FOR MOBILE?

Strong Platform = Viewability

➔ Use a cloud-hosted video

player for fast loading

➔ Leverage adaptive

streaming

Adaptive Streaming Benefits

Ø Video is downloaded in chunks of 10 seconds ◆  Allows “snacking” mobile users to skip around

◆  Saves up to 70% of bandwidth

Ø Reduction in Buffering Keeps Viewers Engaged

Responsive Design for UX/SEO

Ø 90% of consumers own

multiple devices

Ø Switch between

devices to accomplish a

single goal

Ø Mobile video needs to

shift seamlessly

between screens Source: seobook.com

Keep the Experience Engaging

As viewers switch

devices and sites,

branding and enhanced

features can help

keep viewers

engaged: ➔ Custom skins

➔ Brand control

➔ Interactivity

Boost Sharing + Discovery

Share features on mobile video and social networks can be powerful tools for driving awareness of your brand Strategies to redirect to your own conversion-oriented site: Ø  Post only only teasers and direct to your site

Ø  Embrace Twitter Cards

Mobile Video Viewers “Snack”

Ø Mobile video viewers

graze

Ø  Looking to discover new

content

Ø They will view later on

another device

Ø Overall time watching is

less, but intent is higher

Mobile Video KPIs and A|B Tests

Track: Ø  Views by device

Ø  Mobile browser vs. native app engagement

Ø  Download speeds

Test: Ø  In-player calls to action

Ø  Video Length

Ø  Ad placement: pre-roll vs mid-roll vs post-roll

Practicing What We Preach

Ø Puts video front-and-center

Ø HLS adaptive streaming playback

Ø SEO-friendly responsive design

Ø Simpler UX for mobile

Ø Custom player skins

Ø Video sharing features

Best Practices to Adopt Today

Leverage social sharing

4

Seamless playback, everywhere

4

Mobile-friendly design

2 Make it a branded experience

3

Measure views and engagement

5

1