Mobile - Katz Marketing Solutions | Radio Advertising | Media Agency

―Any brand that is advertising on TV would be wise to advertise in mobile video aswell,‖ Mr. Kohli said.“While traditional TV advertising is limited to pure branding, interactive mobilevideo ads can deliver branding, consumer engagement and sales,” he said.Tracking usersAccording to Michael Burke, cofounder and president of adtivity by appssavvy, NewYork, brands need to track a user‘s every move inside a mobile video ad to get a grip onhow campaigns are performing.―We are breaking up video views by the second to see how many people view it in itsentirety, to how many dropped off every second along the way,‖ Mr. Burke said.―In looking at these metrics, advertisers can understand which audiences are watching thelongest as well as what people are doing when they are most likely to complete thevideo,‖ he said.Additionally, timing is critical to find a way to incorporate a mobile ad in a way that isnot intrusive. Therefore, placing a video around contextual content can help marketersdrive ROI on their campaigns.―With mobile it is key that video is not interrupting the experience, but rathercomplementing it,‖ Mr. Burke said.―The call-to-action, such as add to Passbook or calendar, find a movie time or register foran event are all possibilities if they are presented at the time that someone is in themindset to complete such an activity,‖ he said.171