Speaking at the MMA Forum 2017, Vasuta Agarwal, VP and GM, InMobi India laid down a few points that should keep in mind while creating a mobile video.
She started the session by stating how video consumption on mobile has increased globally. She said, “In 2016, globally video views on mobile grew to 52 per cent and surpassed the desktop. 51 per cent of programmatic video spends were for mobile too. 62 per cent of decision makers will be increasing spends on mobile video.”
Giving reasons for consumption of mobile video increasing in India, she stated, “Reduction in handset and data prices and an increase in connectivity has helped mobile become the primary screen for video consumption. 83 per cent of the consumption of these mobile videos is in-app in India. Compared to other formats, video ads have 3 times higher CTR (click-through rate) over other formats and two times higher CVM (conversions per mille) too.”
Agarwal then urged those looking to make successful videos to make the first 15-seconds count and look at innovations like 360 videos and interactive videos.
Challenges with mobile video
Along with the problem of 56 per cent of digital ads never seen by ‘humans’, Agarwal listed a few more challenges video creators are seeing.
She explained, “Loading speeds continue to be a challenge. Your video will see less completion rates if your content is not video optimised. Even though there’s been improvement, there’s still poor mobile network at places. Mobile video continues to be browser first.”
She added, Then there are ads below the fold (video ads below the screen, so a user never sees them). Too many ads in the same space lead to a clutter. Further, the addition of ad blockers and whether ads are actually seen by humans are also challenges.”