Mobile video hasn’t scored its first international blockbuster. Few productions have triggered advanced ticket sales and long lines. Nevertheless, more and more eyeballs are finding their way to the small screen. And surprise, brand marketers are pouncing on the opportunity. In the process, many of these well-intentioned pouncers are landing face down on the ground, with nothing but muddy faces to show for their efforts. Those of you who’ve stumbled, wipe your faces clean. You’re about to start on the right footing.
First of all, know this – the new, compressed viewing space is strikingly different from that of the larger, space-hogging formats. Not only in the dimensional sense. In the mobile universe, attention spans are different, expectations are different, tastes are different. All of which means adjustments must be made to accommodate the viewing habits of the small screen-oriented. In order to plug into this new mindset, marketers must know what works and what doesn’t. Here’s what you should be aware of.
Topping the list must-do’s is this: nix of all previous audio strategies. The audio default for all videos is now off. As in silent. There’s a good reason for the hush-hush. Many, if not most, mobile users consider video ads a major encroachments on their private, personalized mobile world. Thus, the less intrusive your entry, the more likely it won’t get skipped. Silence automatically paints a friendlier, less intrusive picture for viewers.
Dropping the audio, however, leaves a gap in your impact. How can you make an impression without that foot-stomping song or fiery speech? Clearly, compelled to compensate with some beefing up in other areas.
The prime beefing area is now the visual realm. What you’ve lost in audio oomph must be replaced by strong, mind-grabbing brand imagery. Something so striking and irresistible, that no mortal could possibly look away or forget the wonders they’ve witnessed. This means, of course, your master designers are reaching new heights of visual creativity.
Speaking of visual appeal, bear in mind that the typical user views mobile content in the vertical position. Yet, inexplicably, most videos are unleashed with a horizontal orientation. Video marketers who deliver up-and-down will pull ahead of those who go sideways. Viewing habits virtually guarantee it.
If you have any questions or comments about video marketing, or about any other brand-related topic, feel free to send them our way.