Mobile Commerce Daily is now Retail Dive: Mobile Commerce! Click here to learn more!

Video advertising is the new mobile display advertising

By Jim Dicso

Contrary to a recent USA Today article by Michael Wolff entitled, “Media world seeks mobile plan,” you can build a successful advertising-supported business on mobile.

Mr. Wolff claims that despite mobile’s usefulness, it does not enhance or facilitate display advertising, and is therefore decreasing potential display ad revenue for media publishers.

In his article, he suggests that, although mobile is the primary spot of media consumption, display advertising is not effective on mobile devices and there is no solution to replace it.

However, data proves that this is not the case. There are solutions that replace display ads. Video advertising is effective and engaging on both mobile and Web, which, one can assume, is why LinkedIn recently added video ads to its ad platform.

Drum roll for pre-roll
Thanks to the help of emerging technologies, video advertising has become more functional across channels – and it is getting smarter.

Let us specifically consider interactive videos. Interactive video advertising is effective because viewers can click directly in a video to do anything from add a recently viewed product to a cart, to order dinner from their neighborhood diner. This is powerful stuff.

According to the Interactive Advertising Bureau, half of online video ads will be interactive within two years. Emerging technologies have given consumers a stronger hand in the advertising thumb war.

Interactive video allows consumers to view what they want, when they want it. This facilitates more of a one-to-one conversation between brand and consumer.

Another example of video advertising that provides a better user experience and personal relevance for consumers is smart video advertising.

Smart videos are retargeted and personally relevant to the viewer, which increases the results and impact of advertising campaigns.

When delivered to mobile devices, smart videos account for higher CPMs for media companies, and higher brand value and direct revenue impact for advertisers.

Typical smart video ad programs deliver measurable lift of 5 to 15 percent more visitors, 5 to 10 percent more conversions and 5 to 10 percent more revenue for online advertisers.

Industries of all kinds will benefit from smart video advertising, from retail to travel to financial services and beyond.

Make it a staple
Brands such as Office Depot leverage targeted video advertising to deliver personalized pre-roll ads based on prior purchasing behavior. These ads are tailored to each consumer and delivered in real time, engaging site abandoners and converting prospects to customers.

For example, take an online shopper who places a printer into her virtual shopping cart, only to leave the page before clicking the checkout button. She might then be presented with a pre-roll video of a selection of ink cartridge packages. The ad catches her eye and encourages her to reconsider the printer purchase.

Personalized video advertising has enabled Office Depot to target consumers with relevant messaging that converts site abandoners, salvaging an otherwise lost investment.

But pre-roll ads are just one stop on the journey of smart video advertising.

Video ads are dynamic, can be retargeted to offer the viewer relevant content and will ultimately drive more sales than display advertising. Video advertising is exactly the solution needed to replace mobile display advertising.

Jim Dicso is president of SundaySky, New York. Reach him at [email protected].