What sort of ads work best for mobile video? Figure it out yourself!
This is essentially what GoldSpot Media is telling brands and service providers with its new “Trial-in-a-box” offering. The product will allow them to conduct experiments with various forms of advertising including pre/post/mid-rolls, traditional TV spots (gateway, bumber, interstitials), in-video overlays/bugs, and product placement click-to-commerce elements.
CEO Srini Dharmaji tells us that the product is “an end-to-end system to test different ad inventory / revenue sharing business models in broadcast and 3G video services. The ad formats we support are variable length video ads (30,20,15,10, 5 secs). In addition we provide web based drag & drop tools to create interactive overlays over the video ads (one-thirds, shrink & surround, bugs, tickers) for different call to action elements over mobile phones such as click to call, sms, mms, email, coupon, maps, email etc …. We also support creation of full-screen custom, interactive banners.”
A variety of content types can also be tested. Does live broadcasts like sports and news work better on mobile than recorded content like movies and TV shows? Does it make a difference whether content is taken straight form TV or tailored made-for-mobile content?
Since GoldSpot has developed a product that allow for dynamic ad insertion and interaction, we’re betting they hope findings will support that targeted and interactive mobile advertising are the best way to go. They are probably right. Intrusive ads aren’t the way to go on the web, and certainly not on mobile. Just think how easy it is to cast your attention elsewhere while viewing mobile video. You aren’t in a dark movie theater, you are presumably surrounded by distractions. Ads shouldn’t interrupt, they should enhance.
We’re also betting that made-for-mobile content will fare best. Mobile video needs to be shot a certain way to be optimized for phones–from the angle of the camera to the length of shots. Repurposed footage–both content and advertising–just won’t cut it.
The mobile video industry definitely needs a boost. Most models currently require subscribers to pay, but if content providers want a lot of eyeballs, this is the wrong way to go. Sure, some people will pay for premium, ad-free programming, but the bulk of the audience wants their TV for free (and just skip commercials with TivO, but that’s another story…). The key to driving subscriber growth will be ad-support. According to UK broadcaster Channel 4, 24 percent of its mobile content service subscribers had cancelled their subscriptions due to ‘bill shock’. Ad-funded, or ad-supported, content was four-times more likely to be accessed by subscribers. What really needs to be figured out is how to monetize video (CPM, PPC, CPA…) and come up with a sustainable, appealing, universal metrics system so advertisers can see ROI.
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