App User Lifecycle

Mobile App Marketing: The value in video advertising

Unless you’ve been living under a rock, you’ll know that Video is the hottest form of content and advertising across the web today. Regardless of screen size or your consumption device or platform, people spend a significant portion of their day watching video. According to emarketer, US adults Spend 5.5 Hours with Video Content each day and of that, 1 hour and 16 minutes with video on digital devices! The video tells a story; it captivates your audience and if it’s made well it’s the fastest way to explain why someone should download and install your application onto their mobile device.

I’ve been involved in Video Branded Advertising or so-called “Video Engagement Advertising” for over three years and Online Advertising for over 15 years, so I came up with my top tips on why and how you should use Video Advertising to Market Your Mobile App. By the way, this reasoning can be applied to using Video advertising for any marketing plan.

1. Video trailers are the easiest way to try out your App without actually going to the App Store and installing it. I’m sure you have your two-minute elevator speech on how great your App is or what market it’s disrupting or how much better it is than the competition or simply how beautiful the graphics are. The reality is; a picture is worth a thousand words and video is worth a thousand pictures. The best way to get someone excited about your new app is to walk them through the user experience step by step in an App Trailer, showing the beautiful graphics, elaborate mechanics or even the sensational sound that no text could bring justice to.

2. Where you place, this short video story is a different challenge all together. Many can “discover” your app in the app stores organically where you might have a video trailer in your description, or you can use paid mechanisms to feature them in pre-roll, post-roll, in-game, in-app and value exchange environments to increase awareness. One of my favorite places to feature short branded video is in relevant blogs. The key is to have some quality written content associated with the video to drive SEO so that people can find it in their search results. “Seeding” your video content is an art form in itself. You can reach out influential blogs or bloggers with high Klout scores and see if they’ll post your content and linked video for free or you can use paid content marketing platforms to pick up your content as a sponsored ad or Native Placement.

3. People like a good story and video is the best way to tell a story in a short amount of time. Most mobile, tablet, desktop users are busy doing “something” when they reach your video content. Let’s face it, many people aren’t very appreciative of online advertising anymore unless it fills a need and interest based on what they’re doing at that particular moment in time or has some sort of value exchange linked to it like unlocking premium content in the process before or after the video. Otherwise, people are ad-blind and try to avoid the advertisement at all costs. This subject is even more relevant today with the announcement of AdBlocking apps available in iOS 9’s App Store and ad blocking becoming the default in some desktop and mobile browsers. My strategy is always having a good mix of paid and earned media pushing the video content out. If you have some larger budget behind it, you can even consider celebrity endorsement where they’ll tweet, Facebook Like or repost your video content within their followed community. Traditional celebrities and the now non-traditional celebrities like social media stars are publishers in their own right. Some of them have larger followers than your favorite news sites.

4. Video players are much more sophisticated today than they’ve ever been. Not only can you gauge the amount of video that your user has watched of the original content via the players stats, but you can also view information on the ads they’re consuming in the player, whether they’re sharing the video ad content, who they’re sharing it with (if you’ve connected a social API through social sign on) and what other types of user engagements such as, have they clicked on banner ads associated with the video. This can be a static top banner, a pop out survey or possibly a download link to install the app. You can also implement an end card to drive traffic to the site or download the app right from the end card. Here’s an example of this type of ad unit that lives in many different styles, this one is for the Warcraft Game:

5. As we’re learning from the social and online gaming world, Video Mobile App Installs Ads drive higher Click-Through Rates on Facebook. MAI’s as they are also known are one of the most effective ways to drive app installs on Facebook. Initially on FB, they only allowed static ads to drive app installs. This year they rolled out Video support that according to a Nanigans study shows 58% of game advertiser spend this year was on Video-Based MAI units and of those ads 62% drove total installs. Which in turn drove CPI’s 16% lower than with image-based ads. The ROI on Video-based ads is pretty clear, and this is just the beginning.

There’s a whole other set of tricks if you choose to leverage video networks or programmatic platforms where you can use precision targeting, retargeting, sequential retargeting, cross-platform targeting, social sign on segmentation, but I’ll leave that for future posts.

We’d love to hear what tips and tricks you’ve been using for App video advertising. Please share them in the comments below.

  • Anoop Nair

    It’s really helpful to hear this and
    feel happy to keep this in mind moving forward with the business promotions
    especially when there is always a challenge to marketing and finding good mobile marketing companies .Thank you!


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