Why Marketers Are Opting for Mobile Video Advertising Over Facebook and Other Social Media Tools
Mobile smartphones are becoming increasingly popular, with Android, Windows, and iOS continuing to gain a strong foothold in the market. This has led to a significant shift in internet traffic, with mobile accounting for a remarkable 59.9% of all internet traffic in 2017, while desktop traffic only accounted for 40.1%. This transformation has brought about a new reality for digital advertising.
Heavy Dependence on Mobile Platforms
One of the significant players in mobile advertising is Facebook. With 1.74 billion mobile monthly active users, Facebook is a cornerstone of digital marketing. However, approximately 56.5% of these users log in exclusively from mobile devices. This exclusive mobile usage translates to 88% of Facebook's advertising revenue coming from mobile sources. Other mobile-only platforms like Instagram and Snapchat are also experiencing rapid growth.
Looking towards the future, it is predicted that by 2020, the majority of mobile ad revenue will originate from native advertising. Additionally, the growth in mobile ad spending through digital formats is expected to outpace other channels. According to recent forecasts, US mobile ad revenue is projected to rise by 26.5% by 2020, showing a significant increase in the market.
Rising Trends in Video Advertising
The use of video content in digital marketing plans is on the rise. Currently, 61% of all businesses incorporate video into their digital marketing strategies. Furthermore, two out of every three new entrants to video marketing are leveraging this format. As a result, the consumption of video via mobile devices is expected to grow by 35% by the end of the year.
Mobile video advertising is also experiencing significant growth. It is anticipated that the market will expand from $6.72 billion in 2017 to $9.90 billion in 2018, highlighting the increasing importance of mobile video as a powerful advertising tool.
Optimizing Video Ads for Different Platforms
Understanding the nuances of different platforms is crucial for successful mobile video advertising. Marketers can choose ad placements based on their audience and market segments. For instance, the perfect length for an Instagram video is just 30 seconds, while Facebook videos are best when they last around 1 minute. On YouTube, the ideal duration is closer to 2 minutes. These platform-specific best practices can significantly impact the effectiveness of a marketing campaign.
Moreover, marketers can adapt their strategies based on audience behavior. For example, some may opt for Google AdWords over Facebook Ads due to differences in audience engagement and ad types. This flexibility ensures that the right ad is shown to the right audience, thereby optimizing the return on investment.
Conclusion
Mobile video advertising has emerged as a dominant force in digital marketing, surpassing platforms like Facebook. The increasing use of mobile devices and the growth in video consumption are driving this trend. By understanding the specific nuances of different platforms and optimizing their efforts accordingly, marketers can achieve greater success in their advertising campaigns.
In summary, whether you are leveraging Facebook, Instagram, Snapchat, or other channels, mobile video advertising is a powerful tool that should not be overlooked. By choosing the right platforms, ad formats, and lengths, businesses can maximize their reach and engagement in the ever-evolving world of mobile advertising.