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Sep
18
Mobile Video Market Heating Up
Filed Under Money & Marketing
The mobile market for video is heating up quickly. A few companies attempting to get a piece of the pie are Transpera and ZooVision.
Both companies offer similiar service: teaming up with content sites to help them get their videos into the mobile space and monetize them at the same time.
While Transpera says that their pre-roll and post-roll ads ( i.e. video ads running before and after the clip) are generally under 10 seconds, ZooVision has 5, 15, and 30 second ads.
Because there is less flexibility with mobile devices, in general, it may be easier to convince someone to sit through a 30 second ad. If you’re on your computer at home with a high-speed connection and a mouse that makes navigation easy and fast, I would suspect you might get a lot of viewers losing patience and clicking off in search of something that delivers with more immediacy.
However, if it’s a pain to go search for something else, as it can be with a mobile device, then you might get more viewers sticking around for the longer ads. But my guess is you won’t do that for very long. After a while they will simply stop using your service.
A prediction: the day is coming when 10 second video ads will be on the upper end of the spectrum.
Ok, maybe that’s simply a wish. I can’t say I would put money on it. Not within the next year or so anyway.
However, without any data to back me up, I’m guessing that 15 seconds is quickly becoming the de facto upper limit.
Anything past 15 seconds these days probably leaves most viewers pretty antsy. So I’ll say 10-12 seconds as the upper limit within two years.
Of course, no pre- or post- roll ads may be the best of all. That’s what makes overlay ads so appealing. But the small screens on phones and other mobile device aren’t really ideal for overlay ads, of course.
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