Mobile - Katz Marketing Solutions | Radio Advertising | Media Agency

“It brings together the best of both worlds — an HD TV viewing experience coupledwith the interactivity and actionability of online,” he said.―Leveraging mobile video for brand building is a great option because of mobile's reachand ubiquity among consumers. At the same time, mobile video is well suited for drivingcalls-to-action for interaction and engagement.‖Multiple touch pointsAccording to Ujjal Kohli, CEO of Rhythm NewMedia, Mountain View, CA, thereare five main measurement metrics around mobile video.Completion, engagement, context, brand lift and attribution metrics are allimportant to look at.Completion and engagement metrics include click-through rate but also pull in otherfactors including completion rate, frequency distribution and time spent inside an ad unit.Context metrics answer the question, ―How premium is the context around which the adis running?‖ Context is key to developing relevant mobile advertising for consumers andcan be particularly important for high-class brand advertisers, according to Mr. Kohli.Brand lift metrics measure factors such as brand recall and preference.The last type of metric — attribution — measures purchase rates that can be tied directlyto an ad. Depending on the brand, this could arguably be the most important metric forretailers and brands that want to tie a mobile video directly to sales.Therefore, it is key to keep calls-to-action prominent and clear on the ad units.Victoria's Secret recently used mobile video to drive in-store traffic and online salesAccording to research from Rhythm, mobile has a leg up over online as far as completionrates go. The company claims that its mobile video ad unit average an 89 percentcompletion rate compared to a 68 percent completion rate from online units.Additionally, tablets are playing a major role in how consumers swap out their TV sets towatch digital video, which has implications for how brands allocate their marketingbudgets.Per Rhythm‘s newest report from the second quarter of 2012, 58 percent of tablet userswatched videos and shows more than once a week on their devices. Eight percent ofconsumers said that they watched video once a week on their devices, and 22 percent ofusers watched videos less than once a month on their devices (see story).170