The next new thing. Probably more than any other industry, entertainment lives and dies by what is hip, different, young and new. Competition among the major entertainment players is brutal as they try to balance control of content and brand with innovative ways to deliver that content. Throw in their need to generate additional revenue streams and suddenly the mobile platform is a highly appropriate and attractive avenue to capture today's "on-the-go" consumer. And, don't forget the handset makers-- they are constantly releasing updated phones that are combining more and better video and entertainment capabilities that consumers are clamoring for.
The success of WAP sites -- the mobile web -- over the past year has directed even more attention to the mobile device as a way to build creative, engaging campaigns for audiences with limited attention spans and maximum control over what they watch. Video is a perfect antidote for the concentration challenged-- if you've ever scrolled through a WAP site, you'll appreciate the immediacy and ease of auto-play video on a mobile phone. The success of the "Snakes on the Plane" personalized voice message campaign highlights the power of the mobile platform in creating a truly different experience. Video deepens that experience by reaching the eyes and ears of the mobile subscriber.
Without a keyboard, performing searches or communicating beyond short text can be painful. And the fact that mobile is not a medium that has been used often enough, or for long enough, to conduct extensive product research on it, means the delivery of video is a natural progression to enhance engagement. In recent years, the mobile subscriber has spoken, and entertainment has proven to be the leading mobile data usage category. In the future, video will be the ideal entertainment format for this category.
The video revolution
Commuters and mobile fanatics alike have found that bite-sized entertainment is a perfect way to kill time, say, while waiting for a plane (preferably without snakes) to take off. The internet video phenomenon has shown our inherent desire for a moving panorama of sights and sounds.
Adding to the video buzz, just late last month, Verizon announced that it had reached a deal with YouTube to deliver user-generated video to Verizon Wireless V Cast music and video subscribers. Along with the proliferation of phones with cameras and the added ease of uploading video directly from a wireless device, user-generated video will increase mobile video usage.
In short, the revolution will be televised…on the handsets and in the pockets of consumers around the world.
Getting started
The opportunity for entertainment and media companies to stay ahead of the curve on mobile with video (and advertising) should be clear by a quick look at what we've already seen for web-based video advertising.
What types of video and advertising content can have impact for entertainment marketers looking at the mobile platform?
- Downloaded videos. While available now, the industry is still educating subscribers on how to download, as it often takes an extra step or two before a user can view them on the handset.
- Streaming video. Limited to the supply of streaming video-capable mobile phones on the market -- namely Verizon V-Cast and Sprint PCS Vision -- streaming video offers the added convenience of one-click-to-view, where a subscriber can watch video shorts or a user-generated clip instantly.
- Linear broadcasting. This option hints at the future of the mobile handset. It's what we've waited for and imagined for years: broadcast TV. With MediaFlo from Qualcomm to launch soon, subscribers will have some of their favorite television programs available on their handset.
With multiple delivery options available, video advertising on the mobile handset is now an exciting reality. Currently, downloaded content can be viewed on more than 60-percent of the mobile phones in the U.S. market. A "click-to-download" video campaign can be easily integrated into any mobile advertising strategy. It eliminates the need to educate consumers and cuts through the clutter with an innovative advertising format. The entertainment industry now has a new way to differentiate its content for today's fickle and demanding consumer and to capture their attention - increasing the chance to capture their entertainment dollars as well.
The U.S. Navy recently made video waves in mobile with a click-to-video approach for their campaign. Backed by a clickthrough that exceeds the industry average rates of three to four percent, the Navy campaign -- which appeared in November and December of 2006 -- showed that not only do consumers accept targeted advertising, they enjoy it even more when there is entertainment value that enhances the experience. In the case of the Navy campaign, the goal was to increase awareness. The campaign used a variety of techniques to raise response rates, including click-to-play and click-to-call, as well as the most successful method: auto-play.
Who's in?
The opportunity for advertisers to reach the consumer on the mobile device has never been greater. And now, studios, record companies and networks seeking to deliver unique, innovative video ads to a select demographic -- whether part of a large, cross-media campaign or as a pilot program -- can do so in a controlled and results-driven way. Imagine a consumer looking for trailers for an upcoming film; not only can the individual visit a special WAP site developed to heighten the viewer experience around the launch of the film, but there the consumer finds a click-to-video feature that initiates the trailer. And this video could find itself promoted across many of the highly trafficked search and directory sites across the WAP universe, such as Fandango and Moviefone. With many brands putting out their advertising welcome mats as part of their wireless content, the opportunity exists to place engaging entertainment in front of a large, targeted audience.
While mobile video advertising is relatively new, early results show that a well targeted video ad -- complete with an entertainment angle -- can engage the audience and serve as the perfect complement to a multimedia campaign. With click-to-video, the services and support are available to deliver mobile video advertising…now. The Navy has already tested the water. The entertainment industry stands to gain immediate, measurable results from video campaigns, and mobile subscribers are waiting to be… entertained.
Jeff Janer is CMO of Third Screen Media. Read full bio.
