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Mobile And Video - The Brand Opportunity

The inaugural IAB digital conference, MoVi 2017, was held in the Guinness Storehouse on Thursday 27th Oct with the theme centring around the hot digital topic of the moment – video and the opportunity it presents for brands, particularly in the mobile space. There was a mix of relevant research and insights into video consumption along with recommendations as to how best use this platform.

The morning kicked off with Nielsen presenting their research: The Power of VOD 4 on video consumption and advertising effectiveness. They illustrated growth across all audiences for watching online video. What was interesting was that 73% of those researched don’t feel content is interrupted by VOD advertising and 78% are happy to watch online advertising in exchange for free content - music to all brands’ ears I am sure!

GroupM’s Wavemaker followed suit with further insights into how people are consuming online video and they pinpointed four key areas that drive consumption:

  1. Algorithm recommendations based on consuming similar content. Facebook and Youtube would be very much in this space.
  2. Recommendations from friends or family - so something that pops up in your newsfeed that a friend likes can lead you to discover new content.
  3. By specific query, for example ‘How To’ videos - so specifically searching for a relevant piece of content.
  4. By name of channel, so actively knowing the content on the channel they want to consume.

Knowing these areas of consumption can help brands to tailor content that will best perform across each of these platforms.

From the panel that followed made up of a mix of relevant industry bodies across TV, Social and agency, there were some interesting insights: video was previously seen as a snacking channel but now with the growth in online video consumption, it’s no longer just a snack but should be part of a balanced diet. Understanding how video works in conjunction with all other media and getting the balance right is crucial. It’s no longer optimum to create a TV ad and expect it to work across all channels, the need to consider the channel should be a consideration at the start of the creative process.

Facebook continued on this theme with their recommendation that video content should be different for Facebook. They made an interesting analogy around the Facebook Newsfeed - consumers check their feed a minimum of 14 times a day, meaning they look at 300 metres of content – equivalent to the height of the Dublin Spire! So if consumers are scrolling through content (at speed), the length of the Spire, how will brands ever cut through? Facebook identified three types of consumption of video on their channel:

  1. On the go consumption which is consumed quickly - suits short snappy videos that don’t need much engagement;
  2. Lean forward content that captures attention, and drives a bit more engagement;
  3. Lean back immersive content, where consumers have more time to consume - so longer form video works well here.

Again, similar to Wavemaker, Facebook indicated that content should be matched to the consumption moment to best make use of the platform and for content to cut through the clutter of the newsfeed.

The Wavemaker research further delved into what consumers want from online video. With a bit of a contradiction to the Nielsen research, they indicated that consumers don’t like being held a prisoner watching ads before their content.  They way around this though is to provide good quality, relevant content. As consumers are more precious about their data and if they have agreed to give it out in exchange for content, they want that data to be used in the most relevant way so showing them relevant content based on the knowledge that brands hold about them. They don’t like being bored, and want good quality content. They’re also interested in the option of opting in to the types of ads they are served. We are starting to see this come into play with the launch of Sky Adsmart in the market.

In conclusion, all of the research presented on the day has some common themes that we can take into our video planning:

  • Understanding the platform where consumption is happening is crucial so content can be tailored to suit that platform, the right content on the right platform will drive powerful campaigns.
  • Content needs to be engaging to cut through and maintain the viewer interest.
  • Using data correctly to tailor and serve relevant content to the audience is key.
  • Understanding how video works in conjunction with other media is crucial.

Supporting resources available:

Power of VOD: https://iabireland.ie/iab-ireland-nielsen-release-latest-irish-vod-research-confirms-video-on-demand-vod-viewing-continues-to-grow-with-half-of-viewers-watching-daily/

Wavemaker https://iabireland.ie/wp-content/uploads/2017/10/Wavemaker-More-video-more-opportunity.pdf