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