Mobile - Katz Marketing Solutions | Radio Advertising | Media Agency

Making the most of a mobile video pre-rollBy Lauren JohnsonJanuary 11, 2013Marketers are increasingly looking to mobile video to add engagement to campaigns.However, with a small window of time to leave a lasting impression, nailing the mobilepre-roll is a must.Even though there are big opportunities around mobile pre-rolls, there are still challengesaround tracking and measurement. For the best results, marketers should tie pre-rollinitiatives with other mobile video components.―In order to make the most of their mobile pre-roll campaigns, marketers should requiretransparency into which apps and mobile Web sites they are running on and set very clearcampaign goals and success metrics prior to campaign launch,‖ said Matt Young, directorof mobile at BrightRoll, San Francisco.―These success metrics could include view-through rates or brand lift,‖ he said.―Pre-roll, whether it‘s on mobile or PC Web, is a powerful way for TV brand advertisersto get their messages across to consumers on the devices they are now using the most. Inbannermobile video, or rich media display units that require the extra step of a user toclick on an icon or a banner to launch a video, don‘t offer the same TV-like engagementas pre-roll.‖Activate on mobileCompared to other types of mobile advertising, one of the biggest challenges with mobilepre-rolls is that consumers have a small window of time to soak in a brand‘s message.Therefore, making the most of the ad unit with a clear call-to-action is crucial. However,the call-to-action needs to match the campaign‘s objective.In some cases this means including a button that links to a company‘s mobile site to learnmore. Incorporating an image overlay that uses a handset‘s built-in GPS to find a nearbystore or links to a brand‘s social media site can also be effective, per Mr. Young.In either case, the key is to offer a call-to-action that ties directly into the pre-roll‘scontent with an upfront value.96