Mobile - Katz Marketing Solutions | Radio Advertising | Media Agency

―Since mobile rich media ad serving is available on most publisher sites and mobile apps,sometimes this is the quickest and most scalable way to deliver mobile video ads,‖ saidDiaz Nesamoney, CEO/founder of Jivox, Redwood City, CA.―The advantage with pre-rolls of course is the same as on the Web – users will definitelysee the mobile pre-roll ad as it will have to be viewed before the video content can beviewed,‖ he said.Opportunities around video interstitials and tap-to-expand display ads also createcompelling opportunities for marketers to think beyond only exclusively using pre-rolls.With limitations around targeting, building brand awareness is one of the best use casesfor mobile video, according to Eric Franchi, co-founder at Undertone, New York.―Because consumers have a very narrow focus when watching video on a mobile device,pre-roll video is a great way to deliver an immersive ad experience,‖ he said. ―Userinitiatedads elicit more positive emotion from consumers than auto-play ads, so pre-rollpresents a much better branding opportunity than interstitial video on a mobile platform.‖―Despite the hockey-stick growth of mobile content adoption, the availability of truemobile video pre-roll is limited.‖The shorter the betterWhen it comes to mobile video, shorter is always better. Therefore it is critical thatmarketers pair content down to the bare minimal to most effectively use the channel.Even though a 30-second clip might work for an online video, 15 seconds suits mobilebetter because of users‘ shorter attention spans with smaller screens.Additionally, brands need to remember that mobile users are more likely than notwatching short content, meaning that a device‘s bandwidth also needs to be taken intoaccount.―Folks on limited-data plans may have an issue with ads taking up that preciousbandwidth,‖ Jivox's Mr. Nesamoney said.―Interactive overlays on the pre-roll help by providing a way to get brand messagingacross without using a long video,‖ he said.Mobile Marketing: Many Doing It; Few Doing It Wellby Aaron Baar, Yesterday, 4:10 PM98