Everyone will agree, Video on Demand makes catching up with your favourite movies and shows much easier to do. Nowadays, there’s no need to wait for a programme to start, or to worry about forgetting to ask your mum to record your favourite TV series whilst you’re out.
At first, VoD appeared on our PCs to enliven the lonely lunch hour at the office, then on our TVs to spend convivial moments with family, thanks to set top boxes that allow non-geeks to access digital content.
The natural next step of this evolution? VoD on our mobile screens, so we can catch up on public transport. Challenge already accepted!
There’s nothing new about videos on our mobiles. Consumers have had the technical ability to watch videos on their mobiles since the advent of 3G technology. But, though most mobiles are (at least potentially) video capable, only a small percentage of consumers subscribe to streaming broadband services to use them.
VoD on mobile is still in its infancy and even if the concept has already seduced users, it will make digital marketing strategies more complicated. People perceive advertising differently on a small screen whilst on the move, than they do in the office on their computer.
That being said, consumers are now indeed moving targets. Thanks to the mobile they can enjoy video experiences wherever they are; whether they are waiting for the bus or making time pass in a traffic jam (not that we recommend this…).
In a way, VoD on mobile takes the pre-existing relationship with our computers into the wild. Mobiles currently offer a big area of opportunity for marketers. Advertisers have to adjust their strategies to reach this moving audience, by keeping in mind that mobile users are not as focused as computer users tend to be, even if it is still the same user, environment makes all the difference!
Mobiles also tend to carry a stronger personalisation than PC’s: We have them with us wherever we go. This makes would-be brand message much more valuable for the target.
But we are talking about a challenging platform that will require a new approach for advertisers. People are more likely to get bored and defocused watching something on their mobile phone than they would watching the same thing elsewhere.
To survive in the mobile world, remember to be short, catchy and engaging. It is easier to avoid and switch advertisements on a mobile phone, so advertisers need to keep people’s interest by including short and catchy spots that attract, but most importantly keep, consumer’s attention.
Moving forwards, mobile devices will continue to have an increasingly important role in the marketing mix. They enable both more interesting content, a new outlet for messaging and great opportunities for the advertiser to further target and personalise their output.
Camille le Goff