Traditional television is quickly becoming an outdated medium thanks to the rise of mobile technologies.
According to Google, YouTube reaches more 18- to 49-year-olds in the United States than any cable network . More than half of the traffic is from mobile devices. The average number of video views per day on the site is one billion, and people watch videos for about 40 minutes during every viewing session.
Mobile is not only overtaking television. It is also catching up to desktop video viewing as well. According to Adobe, 36% of smartphone users watch long-form videos on their devices every single day, and 58% will watch short-term videos daily. Additionally, Google research revealed that mobile ad video viewability on smartphones was higher (83%) than on desktop (53%) or tablet devices (81%).
Mobile video and mobile video ads will only continue to grow as people become increasingly reliant on their on-the-go devices. If you have produced a TV commercial for your brand, it is wise to transform it into a mobile video advertisement as well.
It can be costly and time-consuming to make your TV commercial into a mobile video advertisement, but it is well worth it. You are going to reach more consumers as well as that key 18- to 49-year-old demographic that is going to purchase your goods and services.
When repurposing your ad, focus on the following aspects:
To ensure that your repurposed TV commercial is suitable for a mobile video, utilize VAST (Video Ad Serving Template) over VPAID (Video Player Ad Interface Definition) technology. VPAID has up to a 2.6 second loading time in a web-view video player, which will discourage mobile users from sticking around to view your ad. On the other hand, VAST provides an in-app mobile video viewing experience that boasts a load time of only 0.6 seconds. Viewers will quickly see your ad in this format.
During the repurposing process, you also need to use a software development kit (SDK) integration. An SDK will collect unique anonymous device insights, which may include user behavior metrics, geographic location and other key details you can utilize in future ad campaigns.
TV commercials are rapidly becoming outdated. It is crucial for you and your brand to invest in mobile video advertisements that load quickly and offer an excellent viewing experience for consumers.