Video killed the radio star and now it’s a must-buy for brands, as research shows consumers prefer video as a source for news and brand information. Little wonder video is the fastest-growing investment for Canadian marketers; and, with smartphone adoption soaring to 75%, the smart money is on employing mobile video to engage users.
In a recent study, 59% of consumers say they prefer to watch a video than read text with the same content. The research, from video library management company Levels Beyond, also highlights that 42% of consumers say they like it when companies share video content online, while 61% agree that when their friends share branded video, they’re more likely to watch.
In turn, eMarketer reports that 48% of Canadian companies plan to increase spend on digital video this year, citing high ROI as one of the main reasons. The evidence is mounting:
• A website is 50X more likely to land on the first page of search engine results if it includes video
• 90% of consumers say seeing a video about a product is helpful in making purchasing decisions
• 75% of users will visit a brand’s website after viewing a video
• Website visitors are 64% more likely to make an online purchase after watching a video.
Time spent on Yahoo’s mobile properties has increased 79% over the last year. Yahoo is simplifying video advertising by providing brands with a comprehensive array of solutions for reaching target audiences.
During the MLA’s recent “Art of Video” event, Head of Yahoo Studios and Network Video Programming, Anna Robertson, discussed mobile video trends and shared best practices to help marketers create engaging mobile-friendly video:
Put the user first
Observe what users are trying to accomplish on their mobile devices and derive patterns from their behavior to create the content and features (scrolling, swiping, touching) that they prefer most.
Strive for simplicity
…in both design and user experience. On smaller screens, simplicity is crucial. Omit everything superfluous so that the essential elements are shown to the best advantage.
Context is king
Mobile devices already know much about users, including their location, contacts, calendar, and emails—and they keep getting smarter. That information can be used to personalize content, so brands can deliver video or text messages to the right user at the right time and place.
For more about how Yahoo can help connect your branded video with the right audience, click here.
