Mobile Video Advertising Strategy
If mobile advertising is very popular now, mobile video advertising is even more popular. In 2014, the US mobile video advertising cost was 1.5 billion, more than double the previous year. According to eMarketers’ prediction, this amount will reach 6 billion by 2018. Mobile video ads can be seen everywhere, and the reason for its growth is also very simple: as long as users have a 4G mobile phone and connect to a 4G network, they can watch and share high-definition videos anytime, anywhere. Since most mobile network usage is on the APP, marketers can put videos in the APP, allowing audiences to watch and experience video ads while using the APP. YouTube video sites will add ads before, during, and at the end of the video, so this user experience is not new. Some ads will encourage users to click to watch the full ad through an incentive mechanism.
In addition to mobile apps, some social media networks also provide users and marketers with powerful video service functions. Although neither YouTube nor Facebook is strictly mobile platforms, the videos on their websites load quickly and work well on mobile devices. Facebook also provides video advertising services to companies that use its platform. When Facebook announced its website video advertising service last year, it was displayed on a smartphone platform.
Tips to enhance the effectiveness of video ads:
- Make the advertisement content as emotional as possible, which can be funny or warm-hearted, try to narrow the distance with the viewer through emotion.
- Increase the incentive mechanism. For example, users can be recommended to visit the application store to download new programs or provide preferential services on their own websites to encourage users to click.
- Enhance the interactivity of video advertising. Wendy’s Hamburger puts innovative full-screen ads on the Facebook app, allowing Hamburgers to collect their perfect bite pictures.
Native Advertising Strategy
Without an in-depth understanding, you may not find yourself watching or reading a native ad. In short, do you think you are reading a story or column? It’s actually an advertisement. Most mainstream publishers are currently launching native advertising services. Whether it’s the tall Wall Street Journal or the new media site Buzzfeed, there are many native ads. The New York Times established the Native Advertising Department in early 2014.
Recently, the newspaper said that 20% of the company’s digital marketing revenue comes from this. The New York Times’ most successful native advertising plan was to launch a new season of American drama “Women’s Prison” with Netflix. However, native advertising charges are higher. For example, the famous American publication “Times Weekly” carries out a native advertising promotion, the minimum fee is 200,000 US dollars. Why is the price so high? Because it really works. According to a survey by the contently soft-text trading platform, consumers tend to view native ads simply as an article, rather than ads. Not only will that high-quality native ads give consumers a strong sense of trust in the brand.
Starting point: Native advertising strategies are very effective, but to attract mainstream audiences, the cost of investment will be relatively high. If you want to test the water first, you can choose a publication with a more attractive cost structure. If your company produces pet food, you might consider placing native ads about pet nutrition on websites like PetBusiness.com to attract B2B audiences; or attract dog-loving consumers on websites like Dogster.com.
Behaviorally Targeted Advertising
When you make travel plans online, book hotel accommodation, or air tickets, if you see hotel advertisements about your travel destination, this is behaviorally targeted advertising. Behaviorally targeted advertising uses the user’s browser to cache and search data to push users to advertise products they are interested in.
When consumers have intentions to consume, behaviorally targeted advertising is a very effective way to reach the audience.
Or push different information according to different ways users log in to the website. For example, a user has been searching for power tools in recent days, which may indicate that he has a purchase intention. If he enters your website by searching for “cheapest power tool”, it shows that he is more concerned about the price. The most suitable information at this time includes discount information or free shipping information. If his search condition is “the best power tool”, it means that he is more concerned about the quality and less concerned about price.
Describes Three Future Digital Marketing Trends:
- Virtual Reality Marketing Strategy (VR)
Virtual reality is an immersive user experience. Imagine the power of combining virtual reality and native advertising! In addition to showing strong content to the audience, they also firmly block their actions. When users watch video ads on the APP, they can close or exit at any time. But once the headgear of the virtual reality device is put on, it is unavoidable. Players have a lot of fun, and Coca-Cola’s brand promotion has also benefited greatly.
2. Marketing strategy for wearable devices
Advertisers can use the user information collected by these smart devices to push related services or products. For example, users who wear undershirts can get MMS skincare coupons after running; users can get discounts for shoe discounts after they have completed the specified mileage.
3. Signal prompt and Bluetooth marketing strategy
It is very likely that when you first walked into a chain store, the merchant already knew your personal information. According to a report by Business Insider Intelligence, about one-third of smartphone users are using Bluetooth. This feature allows retail store owners to better target customers. The most famous Bluetooth application is Shop kick. Most consumers will use the reward mechanism to redeem gift cards.