Mobile Video Advertising trends for 2022

Summary

In this article we will talk about mobile video advertising trends in 2022 and why it is something to consider in a video marketing strategy. What are the trends to follow?

• “Respect” the lifestyle of mobile users
• Animation is the new frontier
• The success of explainer video
• Focus on a single objective and keep it short 
• Strengthen your brand identity and include a clear CTA 
• Bring value to your audience  

Why talk about mobile video advertising trends?  

When thinking about how to articulate a marketing strategy in 2022, companies have to take the way users connect into consideration, their preferred tool for browsing, and how the use of mobile devices can influence marketing choices.  

In this post, we’ll talk about mobile video advertising trends, and we’ll start with some data.  

According to recent statistics on mobile and smartphone owners, it was found that: 

• 7.26 billion people in the world own a mobile device, 91.54% of the world’s population; 
• 6.64 billion own a smartphone with all the features needed to browse and download apps; 
• According to GSMA real-time data, there are 10.57 billion mobile connections, worldwide; 
• There are 2.64 billion more mobile connections than people worldwide (source: bankmycell.com). 

This data speaks for itself. Mobile devices are not only an integral part of our lives, they are an extension of us. Our lives depend a bit on these objects and we are influenced by them. As a result, the world around us is also forced to change and adapt.  

Those who work in communication and marketing must similarly adapt to the needs and habits of users. And in this post, we’ll focus on mobile video advertising trends, because this is where a large part of people’s lives have moved.  

Also, another factor that we can’t overlook is the power of video, the king of content. 

• 72% of customers said they would prefer to learn about a product or service through video; 
• 84% of people said they were convinced to buy a product or service by watching a brand’s video (source: Optinmonster); 
• 87% of video marketers are satisfied with ROI; 
• 93% of marketers who use video say it’s an important part of their marketing strategy (source: Hubspot). 

Given this data, one thing is certain: combining the video experience and its optimization for mobile devices will definitely take you one step further.  

What are the mobile video advertising trends 2022? 

Below we will show you the mobile video advertising trends for 2022, and the first one we want to start with relates perfectly with what we said in the previous section. You have to listen to users’ needs.  

“Respect” the lifestyle of mobile users    

We can’t treat mobile users the same way we treat “desktop users”. Not only are the devices very different, the way of using them and reasons for doing so are very different. We tend to use our PC for work and studying, and when it comes to the tasks for which a computer is better suited.  

But we spend the rest of our lives on our smartphones: while we are in bed, on the road, on the bus, even while walking. This certainly presupposes a different approach. Mobile users are constantly bombarded with content, sponsorships, and advertisements, unlike desktop users, where this can be limited with software whose function is precisely to limit this “invasion”.  

So the advice is to “respect” the mobile user, keep the intrusiveness of your content very low in order to allow the user to connect better. For example, you can put smartphones on silent while on the train or on a walk.  

Another important tip is to make your videos functional even without audio. We’ve already talked about 5 video marketing to avoid. Today, many platforms offer the option of automatic subtitles, and if not, help with text or subtitles to benefit audiences with hearing disabilities as well. It’s essential to foster visual communication through your videos! 

Animation is the new frontier   

Speaking of visual communication, this ties in perfectly with the second trend. For some time now, animated videos have been all the rage because they are easier and more fun to watch. They also confer a lot of freedom and give room for creativity. 

By now, even big brands are making use of them. This kind of video is usually built around a protagonist with whom the user can easily empathize.  

Animated videos improve audience engagement and conversion rates and compared to live-action videos, they have a 20% higher click-rate (source: JotForm). 

It seems that this trend originated during the pandemic, in which it became increasingly difficult to meet and organize to create live-action videos, which involved people. Animated video is a great choice, not only on an organizational level, but it has also proven to be an important trend, one that is likely to endure for a long time to come.  

The success of explainer videos  

At the moment, according to Wyzowl statistics, the most common and most used video is the explainer video (74%), above even social media video (68%).  

Why is the explainer video so successful? Because users prefer to watch a video, to learn about products and services – precisely 69% – rather than reading articles (18%), infographics (4%), ebooks (3%), or receiving a sales call (2%). Moreover, 96% of people surveyed by Wyzowl said they had watched an explainer video and 79% of them were convinced to buy a certain product or service as a result (source: Wyzowl). 

This data is undeniable. Rather than the mundane video that screams “buy me” at the viewer and is focused and built entirely on simply selling the product, explainer videos, in their brevity, provide users with the resolution to a problem, explain more complex business concepts, and present products and/or services in a simple and usable way. 

We’ve talked about how to write an explainer video script and how to create an explainer video with Babelee’s Platform.

Focus on a single objective and keep it short 

If we’re talking about mobile video advertising ads, we’re talking about something that needs to get to the viewer quickly and clearly.  

Whatever type of video you decide to make, and even more so, if we are talking about advertising, it’s crucial to have a clear objective in mind. Expressing several concepts at once not only confuses the message you want to convey, this tends to create confusion and leave the viewer lost.  

Not knowing what to do, the viewer will be much more likely to abandon the video rather than proceed on his potential path to purchase. Making sure the video has a clear message isn’t the only important factor; everything also hinges on its length. An individual’s attention level is very low and it gets worse if the viewing experience takes place on the smartphone. 

Focus your message in the very first few seconds of the video, so that it is clear from the outset what you want from your viewer, and create videos that aren’t longer than one minute. Life is hectic, particularly when experienced through a smartphone.  

Strengthen your brand identity and include a clear CTA 

As we have pointed out, brevity in videos is a plus, as video audiences are incredibly fickle and their engagement may not last longer than a few seconds. It is with this very statement that we bring you the next trend. 

Among the most important mobile video advertising trends is paying attention to your brand identity. Showing your brand in the very first frames of the video, using the brand colors and logos to make you recognizable is essential to engage your audience. Through this, the individual viewer is much more likely to remember you and, consequently, to search for you later.  

But there’s more: not only is it important to make yourself recognizable, it’s also important to inspire your viewers to take action, allowing you to deepen the relationship.  

This problem can be solved by including at least one clear CTA or call to action. In general, the CTA can be placed in three different places: 

• Pre-roll CTA: placed before the start of the video, this CTA urges the audience to act now; 
• Mid-Roll CTA: can be placed anywhere in the video, generally at the point where viewers should be most engaged; 
• Post-roll CTA: assuming your video has high “high completion rates,” placing a CTA toward the end can help informed and engaged viewers get closer to your product and seems, certainly, the least intrusive as well. 

However, according to market research, Mid-Roll CTAs tend to produce the best results on average. Moreover, although post-roll CTAs are the least intrusive, since we’re talking about mobile video advertising and abandonment rates, it’s better to rely on Mid-Roll or Pre-Roll CTAs in the first few seconds. 

Bring value to your audience  

We decided to leave perhaps the most important trend for last.  

Never forget to bring value to your audience. When you create video ads, you’re not creating them for your company, but for your viewers. Those who focus exclusively on putting their products front and center, although this may work for some brands, most consumers will consider this type of content spam and uninteresting. 

Always listen to their needs, wants, and desires, because what works best, in the long run, is an all-customer-centric approach to mobile video advertising.