9 in 10 Digital Marketers Include Video in Their Mobile Marketing Plans

February 27, 2017

Seeking to capitalize on a growing consumer trend in mobile video viewership identified in a recent AOL survey, some 89% of digital marketers use or plan to use video for mobile marketing, according to a new YouAppi study. The most common uses are video for social media and in-app videos (each by 48% of respondents), while close to 4 in 10 will use brand video advertising.

The results of the study indicate that digital marketers selling primarily to Millennials see more to gain from in-app videos and rewarded videos than those selling to Gen Xers and Baby Boomers.

Meanwhile, roughly three-quarters expect to increase their investments in video for mobile marketing this year. Late last year, the IAB reported that during the first half of the year, video ad spend on mobile devices had soared by 178% year-over-year.

Video Most Commonly Used For Acquisition

Roughly two-thirds of the digital marketers surveyed for the YouAppi report indicated that video is either critically (19%) or very (47%) important for their customer journey activities.

Video seems to be more popular in the early than late stages of the customer journey, however. More than 7 in 10 reported using video for awareness (such as by using video ads with brand-centric content), while 81% said they use video for acquisition (video advertising with conversion-centric content).

By comparison, far fewer are currently using video for segmentation (specific content for high-value customers/users) and for re-engagement (reaching out to existing users via their social channels), with 34% and 40% reporting use at those stages, respectively.

Interestingly, the stage of the customer journey in which video is the most used (acquisition) is also the one perceived to create the most challenges for video.

Frequently-cited challenges with video advertising included difficulty measuring ROI, concern about fraud on the ad networks that deliver video, and difficulty targeting the people they’re most interested in.

Other Findings

Other highlights from the report include:

  • 40% saying that consumers’ app overload is a huge concern, but 43% reporting that it’s not a concern and 17% not even having heard of it as a possible issue;
  • In-app push notifications being considered as the most important method for re-engaging customers; and
  • Machine learning topping the list of cutting-edge technologies in which digital marketers plan to invest in order to support their customer journey this year.

About the Data: The data is based on a survey conducted by Dimensional Research among 327 digital marketers primarily from in-house marketing departments (41%), agencies (25%), and ad networks (17%). A majority (53%) are from the Americas. The gaming and technology industries were the most heavily represented.

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