September 19

Video Marketing Across Mobile Devices

By Danielle Gillette

It’s no secret that mobile technology has become a lasting presence in our society. ComScoreestimates the total number of smartphone users in the U.S. is about 110 million, and eMarketer that the number of tablet users in the U.S. will rise to about 70 million this year. Odds are that some of your customers are going to fall into that 180 million person total, so it’s critical to learn what they’re looking for from their mobile technology.

Google recently conducted a study with the aim of understanding people’s media behavior. The highlights from their results are compiled here:


Context is also important when it comes to mobile media consumption. The Google study found that consumers use smartphones when they want information quickly and easily- anywhere, anytime whereas consumers use tablets at home more for relaxing and entertainment-based use.  As someone who wants to market to customers via mobile technology, you have to consider the context. Is your webpage optimized for mobile viewing? Is it easy to search your information as the customer goes from one device to the other? Is the length of your video appropriate for the platform it’s being viewed on?

Interestingly, Ooyala’s Video Index Report has shown a trend in longer online video viewing across platforms. 60% of the total time people spent watching online video was spent watching long-form video like movies or sports games. This viewing was done primarily on tablets, computers, and connected TVs; mobile phone users still tend to prefer shorter videos.

So what does this all mean for your marketing strategy? Here are a few things to consider:

–        Make the search keywords for your company the same across all devices so customers who want to connect with you across multiple screens have an easier time finding you.

–        People are getting accustomed to longer, high quality videos thanks to TV and movie streaming services. To stay relevant, your videos will have to be at a similar level of production quality. For more on that, read up on The Dangers of DIY Video.

–        Strategize when your content will go online across different devices. LongTail video studied tablet user habits and found that most videos are watched on tablets in the evening, whereas desktops are dominant in the afternoon and smartphone usage is dominant in the morning.

–        Put your video’s Call to Action earlier in the video. People are tending to watch longer online videos, but that doesn’t guarantee they’ll stick with yours. Try putting your CTA in the first half of your video, where more viewers will still be there to see it.

How have you adapted your marketing strategy for tablets and smartphones? Are you a multi-screener too? Let us know in the comments or on Twitter (@BlueWaveBuzz).