A group of UNI Digital Media students are heading out to Las Vegas for the annual National Association of Broadcasters (NAB) Show! This is an exciting time to explore the latest and greatest in the fast-paced media industry, and the proliferation of Mobile Video is one of the topics we will be researching.
Technology is changing almost as fast as consumer preference for how to use the changing technology. The world of mobile devices is no exception. The concepts of second screening, mobile video advertising, and mobile streaming are all current trends in the mobile media industry.
As you may know, “second screening” is about using a second screen (mobile device) while watching television. The concept has expanded to include out-of-home advertisements that link to mobile devices for further engagement. For more information on this topic click here.
Mobile Video is on the rise and competing with traditional television viewing. Watching mobile video commands our full attention unlike TV where we often multi-task and watch at the same time.
Research has shown that consumers don’t want to read about a product, they want to watch a video before deciding on a purchase. As a result, mobile video advertising spending is on the rise.
One company is already ahead of the game when it comes to advertising on mobile devices. LoopMe is a UK-based startup, “with a mobile video programmatic platform that taps Artificial Intelligence and ‘deep personalization’ to deliver ads that are ‘laser targeted’ to individual users.” It will be interesting to see if other companies follow suit and advertising becomes even more targeted than it already is.
Finally, consumers prefer to stream videos and movies on their mobile devices instead of their personal computers. An obvious reason for this shift is due to the fact that mobile screens are the screens of convenience for many consumers. While at the NAB Show, we will be exploring how these devices are used—some research shows that many consumers watch mobile content at home, and not on-the-go as the technology allows.
At the NAB Show we plan to interview mobile video companies and visit the various mobile streaming booths, but we also will talk with cable providers to gather their opinions on the matter. Will they agree that mobile is rising, and traditional is on the way out, or will they laugh in the face of a challenger? We’ll have a report after we return from the Show!
–Zildjean Bartels, Piper Davis, Olivia Guns & Madison Steffen