How to Repurpose Your TV Commercial for a Mobile Video Advertisement

投稿日 August 15, 2017
By Joel Kirk , Marketing Manager, North America Marketing Manager, North America

Traditional television is quickly becoming an outdated medium thanks to the rise of mobile technologies.

According to Google, YouTube reaches more 18- to 49-year-olds in the United States than any cable network . More than half of the traffic is from mobile devices. The average number of video views per day on the site is one billion, and people watch videos for about 40 minutes during every viewing session.

Mobile is not only overtaking television. It is also catching up to desktop video viewing as well. According to Adobe, 36% of smartphone users watch long-form videos on their devices every single day, and 58% will watch short-term videos daily. Additionally, Google research revealed that mobile ad video viewability on smartphones was higher (83%) than on desktop (53%) or tablet devices (81%).

Mobile video and mobile video ads will only continue to grow as people become increasingly reliant on their on-the-go devices. If you have produced a TV commercial for your brand, it is wise to transform it into a mobile video advertisement as well.

Tips for repurposing your TV commercial into a mobile video ad

It can be costly and time-consuming to make your TV commercial into a mobile video advertisement, but it is well worth it. You are going to reach more consumers as well as that key 18- to 49-year-old demographic that is going to purchase your goods and services.

When repurposing your ad, focus on the following aspects:

• Length. The best length for your repurposed TV commercial is 15 seconds maximum.
• Speed. People have no patience for slow-loading video ads. According to one study, viewers will abandon a buffering video after only two seconds. It is crucial to invest in technology that will ensure a speedy loading time and eliminate the dreaded buffering symbol.
• Engagement. If you don’t draw your viewers in right away, you are less likely to have a high click-through rate. According to Ad Age, you need to grab viewers’ attention within the first 10 seconds. After that, you will lose 33% of people by the 30-second mark, 45% by the one-minute mark and 60% by the time the video hits the two-minute mark. Invest in ad formats that have an interactive element: end cards with calls-to-action, for example, or interactive elements that rely on the mobile device’s camera, barometer, or gyroscope.

Technical specifications for your video ad

To ensure that your repurposed TV commercial is suitable for a mobile video, utilize VAST (Video Ad Serving Template) over VPAID (Video Player Ad Interface Definition) technology. VPAID has up to a 2.6 second loading time in a web-view video player, which will discourage mobile users from sticking around to view your ad. On the other hand, VAST provides an in-app mobile video viewing experience that boasts a load time of only 0.6 seconds. Viewers will quickly see your ad in this format.

During the repurposing process, you also need to use a software development kit (SDK) integration. An SDK will collect unique anonymous device insights, which may include user behavior metrics, geographic location and other key details you can utilize in future ad campaigns.

In summary

TV commercials are rapidly becoming outdated. It is crucial for you and your brand to invest in mobile video advertisements that load quickly and offer an excellent viewing experience for consumers.