Advertising on mobile phones is increasingly becoming one of the most popular means of promoting products. The success of smartphones and tablets in Spain, with penetration levels of more than 66 per cent, and with significant capabilities in terms of segmentation and versatility, means video is the ideal medium to advertise products and services.
The first formats that the mobile medium allowed were banners and interstitials, which are still used today. But these same formats have been progressively enhanced as the expertise in the sector and the technical possibilities grew, incorporating elements such as video. In any of the mobile formats available, the inclusion of video produces a greater impact and improves user engagement, with up to double the number of interactions in campaigns and achieving a better return on investment as a result. User interaction also generates data such as the number of views, which helps in understanding audience behaviour. Video content has greater viralisation on social networks, increasing a brand’s popularity.
All this has meant that the use of video on mobile phones has achieved considerable growth of 164 per cent, with 9.3 million users in a year, according to Comscore. A study by Cisco states that video on smartphones will account for 66 per cent of worldwide mobile traffic in 2017. There is therefore an attractive and novel aspect to video on mobile devices, and achieves great results in terms of getting a brand’s image across and the direct promotion of products and services, and is one of the sector’s leading features with a brilliant future ahead.
