What I learned at SXSW Interactive
This is part 3 of a 5-part series about my time at the SXSW Interactive Conference 2017. I’ve consolidated information around five trends and some of the most interesting things I learned about each of them. (Originally sent as a series of emails to a smaller group of associates, RPA thought this was so great that we decided to archive them on our website.)
Today’s trend is mobile video – and how it’s evolving, or maybe not evolving, with the changing video distribution landscape.
I thought one speaker had a really interesting analogy for the current state of video advertising. She showed an example of the first TV spot that ever ran, which was essentially VO with a static image on the screen (https://www.youtube.com/watch?v=lsjc2uDi1OI). And said that’s basically where we are at with the maturity of mobile video.
A lot of brands are taking :30 TV creative and running it on mobile placements. But the way we experience mobile video is much different than TV. You might be inclined to think people parked in front of their 60” HD TVs are more immersed. More attentive. But the living room video experience is a very distracted one. Nielsen reported in 2015 that people only had their heads up 35% of the time when watching TV. In contrast, you have your mobile device close to your face, minimizing distraction and resulting in a bigger, higher def and more immerse picture in front of you. Biometric responses to full-screen (vertical) mobile video show that people have more emotional reactions to moments on mobile versus TV screens, allowing for deeper neural connections with brands.
Given that industry digital ad spend is even with, and about to surpass, TV ad spend, many speakers talked about having reached a tipping point with mobile video. How do we take advantage of this opportunity? Create content with mobile in mind. Here’s are some key differences and best practices that were discussed across a variety of sessions at SXSW Interactive.
Background on TV versus digital/social video consumption
How to make video designed for the mobile feed
How to optimize TV creative for the mobile feed