Academy blog

Coming Together with Mobile Video

In part three of our series on mobile video, we’d like provide you with a glimpse of the future. A future which you will most likely view on your mobile device, as content providers tailor their videos to an audience on the go. But they’re not just watching their favorite shows, movies, or the latest viral video. As video democratizes, empowering the audience to also be the content provider will change the nature of social media as we know it.

Though Facebook is still the power player among social media sites, on May 24, BloombergBusiness reported how Snapchat, the social media app which lets users share short video clips with each other, surpassed Twitter for the first time in monthly app users. 50 million people used the quick video app, “highlighting the video-messaging service’s rapid growth.” This is no surprise; we have been reporting for a while now on how video is the future of shared content online, but that future isn’t equal among users.

Ad Week reported in April of how the desired length of videos as content varies across age groups. They elaborate that:

                “…brands running 10-second mobile video ads have greater appeal and persuasion potential with younger audiences. However, a slightly longer, 30-second spot did better with those between the ages of 35 and 54.”

But proceed with caution, as Ad Week further reports that, while those viewing ads on a tablet were more likely to act on the ad, “Nearly half of millennials [surveyed in this study] said that there were too many ads on their smartphones, while only 43 percent of those between 35 and 52 said the same.”  Ad companies designing an ad campaign must diversify across devices, to maximize the impact of their content.

And there is plenty of room to grow. Active social media use is already the norm in developed economies, and as globalization pushes the worldwide  standard of living upward, developing economies will provide a vast new audience to deliver content to.

To properly capitalize on the mobile media revolution, dynamic companies looking to expand and solidify their place in the market need to turn to big data technologies to best understand their audience. With our YOUBORA platform, content providers are empowered to monitor QoE and understand how to best provide their audience with the best experience and content relevant to them.

Just another thing to think about from us here at NPAW

James Noeker on May 27th 2016

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