We explore the video mobile video content market.
Are you apart of the 60% of users who feel disconnected if you do not have your smartphone to hand? The way we engage with brands is changing, there are now more opportunities than ever to engage with them directly and indirectly. A survey carried out by YouTube in 2014 indicates that 49% their audience believe that their smartphone is an extension of themselves as our unoccupied time at home and on our commute to work is being consumed by mobile.
YouTube expects 69% of the world’s mobile traffic to be video based by 2018. Through the rise of on-demand TV and internet streaming media such as Netflix, mobile video content is more popular than ever as we can watch content where we want, when we want and how we want.
In light of this, organisations such as LV= collaborated with Jamie Oliver on YouTube to drive brand awareness and promoted videos on YouTube to their target users aged 35 and over. LV= utilised Jamie Oliver’s Food Tube channel after recognising the cross between their target demographic. They presented a series of how-to videos for their members and gave them the opportunity to present the problems they experience when cooking to Jamie Oliver who helped resolve them. Joanna Williams, Digital Marketing Manager at LV said “we saw some of Jamie Oliver’s key brand attributes being transferred to LV=, therefore achieving our top priority of measurements.”
Results from LV=’s advertising campaign via YouTube.
Tom Brereton and Phil Nunney head up our Media Planning and Buying desk where they work with media agencies to find candidates who are able to achieve marketing campaign objectives through sourcing media platforms for their client's brand or product. Our consultants recently outlined that their market is continuously evolving with tech advancements. In 2015 Media Planners will have to factor in new mediums, news ways of using old channels, multiple screens and screens with multiple uses. This is where online videos and video on demand comes into play as it is currently one of the fastest growing advertising formats. Nearly half of all time spent online includes exposure to online videos. Therefore, it come as no surprise that John Lewis’ 2014 Christmas video has been watched 23 million times with their campaign voted as the most creative and captivating advert of 2014 by YouTube.
Consequently, brands with ambition need to have high quality, well produced videos in the right place to reach their target audience. It is more important than ever to keep abreast of changing consumer behaviours and mind-set.
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