"How brands are using Mobile Video Commercials (MVC) s to reach out their target audiences more effectively?
Only number which comes close to the population in India is the number of mobile connections. As of end Dec 2011, there were close to 650 million GSM connections in India with about 6~7 million new connections being added every month. . Growth rate is really high in terms of both usage and utility for various versatile tasks.
While mobile penetration increases, another revolution which is happening in parallel is the increased use of mobile internet. India is witnessing ~230% YoY growth in mobile internet usage due to very aggressive data plans from operators and multimedia capable handsets available at very reasonable price points. It is expected that the mobile internet population in India will exceed 100 million in this year and possibly be 300 million strong by 2015.
Since mobile is such a ubiquitous and personal multimedia device, available to a user anyplace, anytime to his or her convenience, brands now fully realized its potential to connect with the target groups. Businesses are doing mobile marketing through several means such as wap site promotion, sms text campaigns, IVR campaigns, CRBTs, mobile apps and the latest addition, mobile video commercials (MVC).
Just like TV Commercial (TVC), mobile video commercial (MVC) is a 30 second ~1.5 minute mobile video sent directly to the target audience via several techniques and used for variety of purposes, such as branding, lead generation, mobile viral, product information dissipation, mobile invites, external and internal communications, tutorials and training etc., to name a few.
A MVC is fundamentally different than streaming a video on your wap site. Video streaming on your wap site poses challenges due to network congestion. It is also a very short lived transient Consumer-Brand interaction. A MVC on the other hand gets downloaded on the consumer’s handset and is available for repeated playback leading to a very high brand recall. Think of the possibility of your product presentation readily available to prospective buyer as a video on his/her mobile for immediate reference. MVC applications are endless. In the recent past, several prestigious brands across varied industry verticals have run MVC campaigns for a variety of end objectives. These include industry leaders such as HDFC Ltd, PNB Housing Finance Ltd., NIIT, Unitech, Mercedes (T&T Motors), BJP, MAAC, Dominos, Mehrasons Jewellers to name a few. The movie Ramayana was promoted pan-India by making mobile users download the trailer directly on their mobile. Mobile Video targeting corporate, brand advertisers, and consumers for their official or personal communication needs enable brand advertisers to easily reach out to their target consumers on their mobile handsets by sending them audio-video commercials, power point presentations, or any video content in no time. It also helps corporate to disseminate any information to their stakeholders through innovative video messaging services.
MVC can take many forms. It could be a fully animated 30 second clip created for a mobile viral through video sms campaign. It could be your brand TVC adapted for mobile, reaching your target group through mobile internet. Such a campaign results in much longer shelf life for TVC and also leads to it repeated playback leading to higher brand connect. A MVC could be simply a presentation about your organization or specific product. It could be a mix of all, text, images and videos, and can be used personalized invitations for your guests, sales meet or conference attendees.
A MVC can reach your target group through several means and in a way can be included in all other media plans, apart from sms and mobile internet, such as Facebook, TV, FM and even print. Infact, it is such a versatile and powerful medium to connect with new or existing clients, that we believe in next 2 years or so, consumers will start asking brands for MVC as they look for the web site today. Some of it is already happening like prospective property buyers asking the builders for a MVC to see the property walkthrough right on their mobile.
As per market research from Morgan & Stanley, more than 50% of mobile internet traffic in 2012 will be video centric. As is always the case with excess availability, consumers will become discerning on what kind of videos to download on their handset for repeated reference. While entertainment will continue to be a big driver, consumers will also start to look forward to getting some really useful information from brands via mobile video for ready reference, such as the complete specifications of the latest car model.
As the mobile internet traffic grows with a CAGR of 154%, as per Cisco, more WAP sites will offer better profiling of the audience visiting. This will enable the brand manager to run mobile marketing campaigns with a high level of confidence on the TG being reached and thereby giving better RoI.
Apart from direct video delivery on mobile, mobile App market will see significant growth. Brands will use more and more in-app advertisements. However, since the App space is already crowded and becoming more crowded with every passing day, discovery of the app and reaching the required TG to download your app will become more and more challenging.
In the years to come, I see mobile video becoming the mainstream marketing medium. The main USP of a medium like Clk2C.com is the fact that it is a ‘Me & You’ kind of medium. Unlike television or outdoor advertising mediums, a mobile video advertising medium is more personal and interactive. It allows brands to engage with their target customers in a more personalized manner.
Clk2C.com has revolutionized the Mobile Video marketing space as it ensures maximum visibility and shelf life of brands video message. . Compared to a mobile video streaming service, which is a very transient experience as the user can watch the video only while connected to the net, the MVC once downloaded stays on the most personalized gadget of the consumer, “the Cell phone” and can be viewed as many times as desired, at one’s own convenience. This off line playback, anytime/anyplace, greatly enhances the user experience, acts as a readily available information repository, leads to sharing and increases shelf life and brand recall due to repeated playbacks.
Another significant aspect of Mobile advertising is the knowledge of the targeted consumer profile and his or her preferences. Companies that offer “Intelligent Targetting Services” to brands are able to ensure effective communication and Return on Investment. Every advertiser looks for opportunities to buy best inventory which is aligned with target demographics and which can even measure the REACH performance of the campaign, especially when we consider how fragmented the Mobile User base and Mobile media is. Using several innovative techniques, clk2c.com has run successful mobile video campaigns for target groups across several industry verticals suchs as education, entertainment, travel, home loan, automobile, political parties, FMCG etc. to name a few. Growth of mobile Advertising is going to explode big time in the years to come.