The human penchant for sight, sound, and motion has transcended the boundaries of TV. Likely so, video is gaining prominence as a primary mode of communication in the mobile world too. An average user is exposed to about 32.3 videos in a month 1. To ensure that the message stands out to achieve the desired outcome, marketers need to be cognizant of the medium and the environment of the user. The basic tenets of marketing: the right message, to the right user, at the right time and place have to be imbibed while devising campaigns.
A mobile native video is a perfect combination served within the user’s context in her favorite medium on her preferred device. To drive the best results out of the mobile native video, the MMA native committee members inclusive of InMobi, Adxcel LLC, Electronic Arts Inc, Flipboard, Jun Group, Nativo, PubNative, Triad Retail Media, and VEVO have come together to craft native video best practices based on their past experiences of running similar campaigns.
To summarize, marketers should heed the following to improve the efficacy of their native video ad campaigns:
While it will be some time before the ecosystem matures enough to a gold standard on native video, the committee's work is an early attempt at throwing some light on the topic. Putting these best practices into execution can convert an indifferent scroll into a thoughtful click.
You can deep dive into MMA - Mobile Native Video Guidance Report here.