Will video continue its upward momentum? Will virtual reality grow in popularity? What will the next 5 to 10 years look like for advertisers who want to make the most positive ROI? How important is post-install tracking? These were just a few of the topics discussed by leading mobile marketing experts at GMIC TLV.
The latest Global Mobile Internet Conference gathered many of the top minds in mobile for meetings, lectures, and discussions on 2017 trends. One of the most enlightening panels was “Mobile Marketing: Video Killed the Textual Star” with moderator Northern Star Innovation Founder and Senior Consultant, Eli Itin, and speakers: Webpals CEO Inbal Lavi, Matomy’s VP of Mobile Strategy Noam Neumann, Taptica’s SVP Client Success Rivi Block, AppsFlyer’s VP Client Services Ziv Peled, and Outbrain’s Managing Director Eytan Galai (pictured left to right below). The panel revealed where the advertising industry is now and where it’s heading.
The Mobile Marketing Forecast for 2017
The discussion began with a few stats on video’s popularity in 2016, most notably: Video ads have the highest CTR (click-through rate) at 1.84%, and in 2016, video ad revenue surpassed desktop with $5.6 billion in revenue. When asked if they believe this trend will continue, all panelists agreed that video will remain popular, with a greater emphasis on native, silent, and interactive videos which will have the biggest impact this year. “Marketers need to create more interesting and engaging ads, a more native experience,” WebPals’ Inbal Lavi commented.
The social-mobile combination will only continue to grow, and less intrusive, “user-friendly” formats are most successful. This can be seen with the resurgence of silent videos making a comeback on Facebook. Users can easily scroll through a page, engage with an autoplay video without sound, and enjoy the content and experience. On the flipside, more interactive formats like playable ads have also proven to be effective at engaging users, especially in games.
Five years ago, so little of mobile activity was measured, and today as we live in a mobile-first world, measurement is more important than ever. “We have to understand if these video ads are being watched. By tracking them, you can understand which ad is more effective over another,” said Taptica’s Rivi Block.
“We’ve seen a shift in advertisers. They’ve become smarter when it comes to tracking, measuring more complex things, not just video impressions, but 1 second, 5 second, 10 second impressions. And we’ve seen that advertisers want more raw data.” AppsFlyer’s Ziv Peled
But Outbrain’s Eytan Galai believes we need to watch out for over-targeting. Just because a person loves cars doesn’t mean you can’t reach them on other sites, through other apps, and based on additional interests.
What’s clear is that as measurement is key to understanding the success of video campaigns, and advertisers are beginning to see how important it is to focus on post-install KPIs and engagement.
Will VR Win Over Users?
“Virtual reality is every advertiser’s dream. It’s the equivalent to having your users test your product, and giving them the actual experience of what your product can do,” said Matomy’s Noam Neumann. But does that mean we should expect to see more from VR?
“Virtual reality is every advertiser’s dream.” – Matomy’s VP of Mobile Strategy Noam Neumann
According to Neumann, it’s still too soon to know whether VR will be huge or crash and fail. “The technology is already there. The capabilities are above and beyond. But video still offers a more natural experience. It’s on the user’s phone. It’s everywhere.”
“It’s not the tech. It’s the adoption.” Outbrain’s Eytan Galai added.
The Future of Mobile Marketing
Will mobile video still exist? While some panelists were unsure if there would be huge advances in technology or brand-new platforms and formats, all agreed that the customer will lead the way. “The entire ecosystem is about the consumer, giving them more value, a better experience,” said AppsFlyer’s Ziv Peled. And customized content is the means to achieving that. Whether that will be in ads shown in autonomous Ubers, we’ll have to see.
“It could be holograms, VR, video – it all depends where the customers will be,” said Matomy’s Noam Neumann.