Brandspeak: Personalized Experience Drives Next Wave of Mobile Video

 Brandspeak Jose Singer Oath

The following is a guest post by Jose Singer, VP, Product Management, at Oath


People are consuming video more than ever, from online to TV, but when it comes to driving consumer engagement, mobile is at the forefront—and for good reason. Video consumption on mobile is growing at a faster rate than desktop and laptop; research shows an average 88% YoY growth in time spent watching videos on a smartphone. With more and more mobile video opportunities surfacing, and the demand for more contextually relevant content increasing, it’s personalized experiences that will be the driving force behind the next wave of mobile video.

As a result, advertisers will need to hone in on creating more immersive experiences that are meaningful and tailored to specific interest to capture consumer eyeballs. To help marketers revamp their ad strategy and capitalize on the growing opportunities in video, here are three tips and best practices.

Double down on native advertising

According to the ADYOULIKE State of Native Video 2018 report, in the US alone mobile video advertising spend is set to reach $8 billion by 2019, with native video formats taking an increasingly large slice of the growth. The demand for native advertising has more than tripled since 2015, as engagement, reach, frequency and ROI have grown tremendously with native ad formats.

The report shows that mobile (and tablet) users are significantly more engaged than desktop users after watching native video ads that were 15-22 seconds in length. This provides optimal opportunity for advertisers to engage consumers in a creative, personalized way that’s truly meaningful. The report also notes that with the programmatic native advertising capability now existing for in-feed native video, media owners are excited about the opportunities to get in front of new audiences, given the rise of video popularity.

Embrace new innovative mobile ad formats

By 2022, the mixed reality (MR) and augmented reality (AR) market in the US is expected to reach $80 billion. New immersive ad formats like AR and virtual reality (VR) give consumers the opportunity to truly experience a brand or product. As a result, brands can cultivate more meaningful relationships with their target audiences.

Today, 75% of consumers expect retailers to offer an AR experience of some kind. Companies like Pottery Barn, Home Depot and others have already started using AR to spruce up their digital ad offerings. Attracting customers by enabling them to see what certain furniture or home decor will look like in their homes has proven to be successful and is seeing tremendous return in engagement and click-through rate. In fact, Home Depot’s holiday campaign saw consumers spending nearly two minutes interacting with the ads. So if you’re looking connect with consumers in a more engaging and innovative way, consider incorporating augmented reality into your strategy.

Adopt vertical video

While interactive ad formats have become a growing trend over the past year, the vertical video trend is also popping back up. As consumers, we capture content on our mobile devices vertically a majority of the time. In fact, research shows that we hold our smartphones vertically about 94% of the time, so it’s no surprise we’re seeing more platforms innovate in this space.

Creating mobile video content that’s not only visually captivating but also vertical in display will help capture more consumer attention. It also encourages consumers to interact and engage with the content instantly, rather than having to rotate their device or make the video full screen.


Jose Singer is VP of Product Management at Oath, a values-led company committed to building brands people love. 

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