Companies are increasing their video ad spend in 2012. Creating
optimized videos for mobile devices will ensure that videos reach a
wider audience and provide increased returns on their advertising
investment.
Companies are expected to spend $7.1 billion on
video advertising in 2012, which is an increase of 72 percent over
previous years. In many cases, consumers are accessing videos on their
smart phones. Companies that optimize video for mobile devices will
ensure that their videos upload quickly and will provide a positive
interactive experience for mobile users.
Optimize Video For Mobile User Input
Simply put, mobile users tap a screen instead of clicking on a screen
with a mouse. This means that buttons in video for mobiles must be
larger. Another consideration is that mobile does not have the ability
to roll over a space to bring up a volume button, so users will have to
make menus compatible with tap functionality.
Consider Screen Size
In contrast to 13-inch laptop screens, mobile screens are three to four
inches in diameter. Both Android and iPhone require videos to be
re-played in full screen format rather than playing videos inside an
HTML page. Interacting with other parts of the page, such as pop-up ads,
is impossible. Custom controls or graphics will have to be displayed
either before or after a video because a smart phone will only provide
built-in buttons for pausing and seeking.
Deliver For The Customer On-the-Go
Mobile devices are often used where Internet connectivity may be
sporadic or interrupted. Connection speed may change dramatically if
phones switch back and forth from 3G to WiFi in the middle of a video
playback. Therefore, most experts recommend that companies utilize HTML
Live Streaming. HTML Live Streaming continually adjusts the quality of
the video based on the bandwidth of the connection. At this time, all
iOS devices support this type of streaming, but Android only supports
the process on Version 3.0 or above. For older Android devices,
companies can provide multiple choices for video quality before the
video begins.
Create "View Later" Functionality
Mobile
users may not have time to watch a full video while they are standing
in line at the coffee shop. However, users will appreciate the option to
tag a video for later viewing. Using cookies, log-in or other emerging
services will allow businesses to send a reminder to customers to watch
their video later.
Companies are providing more and more videos
to explain their products and services to customers. Video content,
such as product tutorials or information overviews, provide an important
customer service. To serve customers who prefer to view videos on their
mobile device, companies should optimize their video library for smart
phone functionality.